Gather ‘round kids, it’s Story Time

You Can Be Anything You Want To Be. Just #DontBeABrowser

Chrome: The Browser of Unlimited Possibilities

To mark Chrome’s 10th anniversary, Google launched Don't Be a Browser, a campaign that celebrates the Internet as a discovery platform – with Chrome as the tour guide. Each spot follows a share-worthy storyline centered around a variety of searches related to a common theme. The storyline is stitched together by Chrome tabs that reveal exactly how the person got from point A to point B. These impactful stories are simple yet unexpected – exactly the kind of story that people like to share with their peers.

A rich, genuine story will not only explain a brand’s identity, it will relate to consumers’ own stories and uncover opportunities where the two intersect. In other words, compelling storytelling allows a brand to tap into consumer emotions and build deep, trust-based relationships with the audience.

Don’t Be a Browser is a reminder that behind everything we do, be it finding a salon or finding Zen, there is a collection of websites and tabs that got us there. By touching on multiple types of search actions across a wide variety of interests, #DontBeABrowser persuasively communicates the endless possibilities Chrome provides access to.

Go Out and DO 

#DontBeABrowser positions Chrome as "an enabler of doing.” This is a reminder to actually do something with the information we gather online. The campaign consists of a series of video ads designed for a multitude of mediums including Instagram, Facebook, Twitter and Google Plus. Each spot features a landing page with information about Chrome and a prominent CTA ‘Ready to go beyond just browsing? Download Chrome.’

Get Your Answers Faster than Ever

#DontBeABrowser highlights Chrome's main value proposition: its ability to seamlessly synchronize a user's actions online using unique features such as bookmark synchronization, automatic translate, location based search services, and calendar integration. By integrating multiple Google services into one platform, Chrome is a vital vehicle for Google to harvest mountains of data. This indispensable data enables Google to analyze user behavior and develop insights that will improve the relevance and quality of the ads Google delivers.

The Internet is so imbedded in our daily lives that we often forget its role in helping us discover, create, and connect with anything or anyone at anytime, anywhere. This campaign “is a tribute to the different ways people are doing, being, giving, making, fixing, building, chasing, challenging, learning and discovering – all with the power of Chrome behind them."

Are you a Browser or a Doer?

I’d love to hear your thoughts. Did watching these ads encourage you to go beyond just browsing?

Oh, and Happy Birthday, Chrome 🎉🎉🎉 I have to say – you look good for your age.