Starting tomorrow, Google is touting its latest smart speaker through an experiential marketing campaign running  through the holiday season, designed to demonstrate the functionality of the Google Home Mini to movie-goers at over 200 theaters all over the country.

One reason that Google opted to target theaters was because that way, it could target a large audience at scale, according to PHD’s , global account director Sean Tate, who helped create the campaign.

“We know that theaters happen to be places where the people whom we’re targetting go to, so it allows us to acheive scale,” he said. “We’re targeting young, tech-savvy families — so it’s not a particular age demographic but people who are interested in tech more broadly.”

For the full article, click here.