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Historic case · 2020

Google Black Friday

During the pandemic, we created a complete, gamified digital journey about Black Friday. A virtual city where visitors could explore content, complete interactions and discover new possibilities for brands and businesses.

Watch the case Discover the story
  • BrandGoogle
  • Year2020
  • FormatImmersive website
  • ExperienceGamified journey
Google Black Friday / immersive experience
Virtual city created for Google Black Friday 2020 View the full journey
Navigable 3D environmentWeb experience
Interactive map Discovery points

Quick answer

What was Google Black Friday 2020?

It was an immersive brand platform created by XR Studio during the pandemic. The experience turned Black Friday topics into a navigable virtual city with content, a map and a gamified journey. It was the studio's first immersive website and one of Brazil's early platforms of this kind.

Web platform3D environmentGamificationBlack Friday

The context

When gatherings stopped, the experience became a digital place.

During the pandemic, brands needed new ways to bring people together, share knowledge and keep their stories alive. Google took its Black Friday season into an experience people could explore from a distance.

XR Studio created a complete, gamified journey organized as a virtual city. Instead of simply watching a presentation, visitors moved through streets, found content and advanced across topics connected to the season.

The journey

Black Friday as a territory to explore.

Information gained space, direction and movement. Each point in the city helped visitors discover new content.

Enter the city

Participants arrived in an urban environment created for Google's Black Friday season.

Choose a route

A map organized navigation and showed the different points available throughout the experience.

Discover content

Streets, façades, themed spaces and interactions turned every topic into part of the landscape.

Advance through play

Gamification invited visitors to interact, follow their progress and keep exploring.

Online salesOffline salesApps and mobileLead generationBrand awarenessCinemaBlack Friday manifesto

Project walkthrough

Explore the complete experience.

The video shows navigation through the virtual city, the map, the content and the journey's interaction points.

Google Black Friday 202001:00 · platform walkthrough
Experience created by XR Studio for Google.Project completed in 2020.

Inside the platform

Frames from the original walkthrough show the environments, progression and visual language of the experience.

Entrance to the Google Black Friday virtual city
Experience entrance
Gamified interaction inside the immersive website
Gamified content
Ad recall content in the Google Black Friday project
Information in motion
Cinema environment inside the virtual city
Virtual cinema
Black Friday content panel inside the platform
Black Friday content
Map and streets of Google's immersive platform
Route through the city

The legacy

The project that opened a new route.

Google Black Friday 2020 marked the beginning of XR Studio's immersive website work and helped demonstrate the format's potential in Brazil.

01

Our first immersive website

It was XR Studio's first project to turn a brand narrative into a complete digital environment people could explore.

02

One of Brazil's early immersive platforms

In 2020, the project brought content, 3D navigation and gamification together in a web-based brand experience.

03

The start of a trajectory

The experience became an internal reference for the virtual worlds and immersive websites the studio developed afterward.

BrandGoogle
Year2020
ContextPandemic
FormatImmersive website
ExperienceGamified journey

Project details

A virtual city for the Black Friday journey.

In 2020, during the pandemic, XR Studio created its first immersive website: a platform for Google that organized Black Friday content in a gamified virtual city.

Context
A digital experience that could be explored remotely while in-person gatherings were restricted.
Participation
Visitors use the map to choose routes, discover content and progress through the journey’s interactions.
Delivery
An immersive platform with environments, navigation and gamification. The video on this page documents how the project worked.

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