How does Google UK ‘Break the Internet’?
By WGSN Insider

Millennials, key social media influencers and a party. WGSN’s Nicole McLennan reports on Google UK’s Break the Internet party.

Apr 08, 2016

5 photos

Google are the leaders in technology, and appreciate how vital extreme consumer engagement is for Millennials.

Last year we saw the first Google Shop open on Tottenham Court Road, London, where shoppers have the opportunity to purchase a host of Google products, scribble on interactive walls and fly through Google Maps.

However now, The Google UK Social Team has taken this concept one step further.

This month the team held their second VIP Google Social event – Break The Internet, which was for key social media influencers to connect and celebrate Google’s presence in the UK.

Held in their quirky Central London office, the team brought to life not only their brand, but engaged consumers through trending social buzzes. This included top DJ Alexis Knox, the ‘Bling Booth’ inspired by Drake’s No1 hit video ‘Hotline Bling’,


Google Cardboard Virtual Reality goggles (to take away) and a Google branded picture wall for influencers to stick their photos on from the night.


The engagement didn’t stop there – WSTRN performed their hit song ‘In2’ along with a few new hits. As an added extra, the team collaborated with Snap Chat who featured a ‘GoogleSocial’ filter on their social media channel.



What does Google UK get in return? Their name being circulated across social media platforms including Twitter, Instagram, Facebook and Snap Chat as key social media influencers reposted their hashtag(#googlesocial) and posted their surreal photos and GIF’s throughout the night.


Google’s UK Social Influencer Manager Mercedes Benson said:

“We wanted Break the Internet to create an immersive, exciting environment for a generation that lives for social. By creating a night full of social currency – for the world’s most switched on content creators – everyone went home happy and #GoogleSocial trended nationally. We’re very very happy.”

Photo credit: Israel Peters

Like this? Join WGSN and take a look at the Think Tank and Retail Intelligence area to gain more insight on how to connect to future generations.

Subscribe to WGSN

Big data meets consumer insights. Experience WGSN.

Related stories

3 photos
eBay's latest retail pop-up tracks shoppers emotions on camera

3 photos
#ICYMI Day 4: Stranger Things scavenger hunt

YOOX Net-A-Porter: How mobile commerce is dominating the luxury market

3 min
Ted Baker introduces shoppable video with director Guy Ritchie

1 photo
Wired Retail: The Rise of the Dematerialising World