For the launch of its new Pixel phones, Google looked to YouTube stars to bring the heat. An online After Party breathed new life into the brand’s snooze-y “Made by Google” keynote by featuring a who’s who of YouTube talent.
Amelia Dimoldenberg (of “Chicken Shop Date” fame), drag superstars Trixie Mattel and Monét X Change, Hot Ones’ Sean Evans, science guy Mark Rober, and more all showed up and out to hawk the brand’s newest phone models and features.
Sam Soar just wanted free books. So she became an influencer.
Keke Palmer hosted the affair, making a quick appearance on stage during the keynote (dressed, cleverly, in two-piece Balmain suit that perfectly matched the brand new Peony-colored Pixel 9) to invite viewers to stream the After Show.
The first After Show act was a version of Evans’ uber-popular Hot Ones series. Replacing A-list stars in the hot seat was Google SVP Rick Osterloh. Then Dimoldenberg interviewed the Miami Heat’s Jimmy Butler, who had jumped on stage during the keynote to demo the Pixel’s Add Me feature. Ever the style icon, Butler wore the primary-colored Noogler hat given to new Google employees during their orientation as a rite of passage.
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Then came Mattel and X Change, who tried out the Add Me feature over cocktails. Next, Dimoldenberg returned with an interview with tech enthusiast Taylor Lloyd. Google Product Manager Kenny Sulaimon played with puppies in a segment obviously based on Buzzfeed’s long-running “Celebs Play With Puppies” series, though the brand was not credited.
And it went on from there: Jimmy Butler and Google Marketing VP Daryl Butler (of no relation) joined Complex’s Joe La Puma on his Sneaker Shopping show, another YouTube hit. Back to Dimoldenberg, now interviewing science creator Mark Rober. Actor/influencer Joe Ando of “can I make you a dress” fame made Palmer a canary-yellow dress. The party ended with a performance by The Beaches.
All this transpired in a mere 30 minutes, a tightly orchestrated corporate parade that not only showed off Google’s phones but showcased the modern stars and series YouTube would consider its modern greatest hits.
Throughout, Palmer played the perfect host. Clad in another chic two-piece set — this time matching the Pixel 9’s Wintergreen hue — Palmer reminded viewers throughout the stream, “This event is sponsored by Google and all participants are paid for their endorsement.”
