Team Pixel x Primavera Barcelona

Amplify + Google Pixel launch EMEA #TeamPixel Creator program at Primavera Barcelona...


In today's saturated smartphone market, tech brands compete to stand out from the crowd. Premium smartphone users are becoming more loyal to their phone brands, making it increasingly harder to encourage switching to a Google Pixel.

Google needed to drive advocacy and consideration for switching to Pixel through an EMEA-wide influencer programme, using creators and culture to connect with their ‘switchable’ target audience in a relevant way.

Insight + Strategy

Cultural creators are in high demand and brands can struggle to connect with them in a meaningful way that drives true brand loyalty. We know that creators are also looking for new ways to drive creativity and get inspired. So we needed to create a programme that delivered them premium cultural rewards and experiences whilst also giving them a front row seat at Google with hands-on access and support from the brand.

The programme needed to be hooked around culture in a way that is relevant across the EMEA markets and could provide co-creation opportunities for the #TeamPixel creators to come together and showcase the Google Pixel 7 in an exciting context that would drive consumer switching and membership to #TeamPixel.


Team Pixel Studios.

A collective programme and hub that acts as the home for EMEA Google creators to co-create in the heart of European culture.

Our first stop - a three-day VIP trip to Barcelona to experience Primavera Sound Festival, one of Europe's biggest and most culturally diverse festivals. Showing what it means to experience music all through the lens of Google Pixel.

Amplify brought together a team of 11 most trusted #TeamPixel creators from across key European markets, including the UK, France, Italy and Spain, to co-create and capture the VIP Primavera experience in new and exciting ways with the Pixel 7, the ultimate content creation device, with its range of AI-optimised features.

Our VIPs were housed at The Hoxton Poblenou, gifted special welcome kits, joined hosted happy hours, took part in a Paella cooking class and, of course, had VIP access to the festival and more.