Google just rolled out its most ambitious Play Points campaign yet, transforming Austin City Limits Music Festival into a live rewards playground. The Google Play Rewards Tour combines digital perks with on-ground experiences, featuring a 20-foot interactive tower and exclusive artist merchandise that could reshape how tech companies engage with music culture.
Google is betting big on experiential marketing with its latest Play Points campaign that's turning Austin City Limits into a tech-powered treasure hunt. The Google Play Rewards Tour represents the company's most sophisticated attempt yet to bridge digital rewards with real-world festival culture.
The campaign launches today with Gold+ Play Points members gaining access to digital road cases that unlock surprise rewards on the platform. But the real innovation happens on festival grounds, where Google has constructed a 20-foot tower of road cases that functions as an interactive gaming experience. Festival-goers can participate in custom roadie-inspired challenges, with a competitive "Showstopper mode" running hourly where eight players compete head-to-head for premium rewards.
According to Aurash Mahbod, VP and General Manager of Games on Google Play, who announced the initiative in a company blog post, "We're bringing members closer to the music they love through The Google Play Rewards Tour, an interactive experience during Austin City Limits Music Festival both online and on the ground."
The rewards themselves signal Google's push into premium lifestyle partnerships. The company has collaborated with designer Nik Bentel on limited-edition items including a custom Road Case Bag and spinning slipmat. Festival-exclusive merchandise from performing artists MARINA and Role Model will also be available through the platform - a notable departure from Google's typical digital-only reward structure.
Google is simultaneously launching what it calls an "exclusive Candy Crush lineup" featuring collectible shoe charms and three new Candy Crush Saga booster bundles, tying into the game's upcoming Music Season. The integration demonstrates how the company is leveraging its gaming portfolio to create cross-promotional opportunities within the rewards ecosystem.
Silver+ Play Points members receive additional perks including prioritized entry to the physical experience and exclusive on-ground collectibles. They also get priority access to artist meet-and-greets at the Google Store at Domain North Side in Austin, extending the campaign beyond the festival grounds into Google's retail presence.
