Marketing digital-first products in a physical form
Playbox is a marketing product produced by Google to increase user engagement with the Google Play store.
Each Android phone purchase was rewarded with a Playbox containing 5 apps or games. With four themed Playboxes to choose from, there was enough of a selection of apps and games that will appeal to them individually.
The concept stemmed around the idea of ‘Supercharging your Android’. The packaging design carried the energy and richness of the Playbox as well as a ‘Supercharged‘ palette and visuals.
Apps and games of each Playbox arrived in the form of cards, containing a unique artwork to represent them, extending their lifetime beyond an initial download.