Google turned to YouTube stars to help add some excitement to the launch of its new Pixel smartphones, inviting the YouTube stars to breathe new life into the brand’s otherwise boring “Made by Google” keynote at an online after-party.
Amelia Dimoldenberg (of “Chicken Shop Date” fame), drag superstars Trixie Mattel and Monet X-Change, The Hot Ones’ Sean Evans and scientist Mark Rober were among those on hand to promote the brand’s latest mobile phone models and features.
Sam Soar just wanted free books, so she became an influencer.
Keke Palmer hosted the event, appearing briefly onstage during the keynote (stylishly clad in a two-piece Balmain suit that matched the new peony-colored Pixel 9) to encourage viewers to stream the aftershow.
The first act of the aftershow was a version of Evans’ wildly popular series “Hot Ones.” Taking the place of the A-listers in the hot seat was Google SVP Rick Osterloh. Dimoldenberg then interviewed Miami Heat’s Jimmy Butler, who hopped onstage during the keynote to demonstrate the Pixel’s Add Me feature. Always a style icon, Butler wore a primary-colored Noogler hat, a rite of passage given to new Google hires at orientation.
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Mattel and X-Change were next, sipping cocktails and trying out the Add Me feature, before Dimoldenberg returned with an interview with tech enthusiast Taylor Lloyd. A scene featuring Google product manager Kenny Slaimon playing with a puppy was clearly a reference to the long-running BuzzFeed show Celebrities Play with Puppies, though no brand credits were given.
And it just went on from there. Jimmy Butler and Google VP of Marketing Daryl Butler (no relation) appeared on Complex’s Joe La Puma sneaker shopping show, which was also a YouTube hit. DiMoldenberg returned, this time to interview science creator Mark Rober. Actor and influencer Joe Andoh of “Can I Make You a Dress?” fame made Palmer a canary yellow dress. The party closed with a performance by The Beaches.
All of this happened in just 30 minutes, during a meticulously orchestrated corporate parade that not only unveiled Google’s smartphones, but also showcased the current stars and series that YouTube considers to be the greatest hits of the modern era.
Palmer was the perfect host from start to finish, this time wearing a chic two-piece set that matched the wintergreen hue of the Pixel 9. Throughout the stream, she reminded viewers that “this event is sponsored by Google and all attendees will receive a paid sponsorship fee.”
