The recent Made by Google event departed significantly from the traditional tech product launch format that has dominated for the past two decades. Typically, such events feature a charismatic executive presenting a new product line, coupled with animations, pre-taped clips, and live demonstrations. This style, popularized by figures like Steve Jobs, has served as a blueprint for tech keynotes.
In contrast, the latest event resembled a live taping of a late-night show, hosted by Jimmy Fallon. Prior to the event, audience members experienced a warm-up session with a comedian while crew members prepared the set. Rather than standing at a podium to discuss the new Pixel 10 phones, Pixel Watch 4, and Pixel Buds 2A, Google’s senior vice president of devices and services, Rick Osterloh, sat in a chair for an interview-style segment with Fallon. This included pre-recorded segments, guest appearances by influencers, and a showcase of new features, all presented in a lighthearted manner.
Despite the entertaining format, questions arose about the target audience for this approach. Was it aimed at tech-savvy younger audiences, casual users, or even people disenchanted with current smartphone options? During the presentation, there was a notable emphasis on making the event engaging rather than focusing on in-depth product details, challenging the conventional purpose of tech keynotes.
This shift may reflect broader trends in media consumption, as companies increasingly collaborate with influencers to reach their target demographics directly. As traditional methods of garnering attention evolve, the keynote format may also need to adapt. While the event marked a departure from past practices, it raises questions about the direction of product launches in the tech industry moving forward.
Source: https://www.theverge.com/analysis/762891/made-by-google-pixel-10-jimmy-fallon