Why Google Shopping turned holiday gift-giving into a game show

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Any arguments passed to .trigger() will also be passed along // to the associated function function waitForTriggerHandler() { var function_queue = []; var trigger_arguments = []; this._triggered = false; this.push = function(fn) { if (this._triggered) { // just run it immediately if handler has already been triggered fn.apply(null, trigger_arguments); } else { // otherwise add to the queue to run later function_queue.push(fn); } }; this.trigger = function() { // any arguments passed to trigger(foo, bar, baz) will also be passed along to functions in the queue // first convert any arguments to an array trigger_arguments = Array.prototype.slice.call(arguments); while (function_queue.length){ // for each function in the queue, pop it off and then execute it while passing in any // args that may have been passed to trigger(). function_queue.pop().apply(null, trigger_arguments); // The "null" above is for the value of "this". // See https://developer.mozilla.org/en-US/docs/Web/JavaScript/Reference/Global_Objects/Function/apply#Parameters } this._triggered = true; } } // set up waitToLoadAds handler window.waitToLoadAds = new waitForTriggerHandler(); // We set up the triggers for this below, they depend on whether we're loading lytics on the page </script> <script type="text/javascript"> // This token is here for test_lytics_snippet.py test: lytics-is-enabled window.googletag = window.googletag || {}; googletag.cmd = googletag.cmd || []; // initialize callback (source: https://learn.lytics.com/product-docs/lytics-javascript-tag/receiving-data-from-lytics) !function(){"use strict";var o=window.jstag||(window.jstag={}),r=[];function n(e){o[e]=function(){for(var n=arguments.length,t=new Array(n),i=0;i<n;i++)t[i]=arguments[i];r.push([e,t])}}n("send"),n("mock"),n("identify"),n("pageView"),n("unblock"),n("getid"),n("setid"),n("loadEntity"),n("getEntity"),n("on"),n("once"),n("call"),o.loadScript=function(n,t,i){var e=document.createElement("script");e.async=!0,e.src=n,e.onload=t,e.onerror=i;var o=document.getElementsByTagName("script")[0],r=o&&o.parentNode||document.head||document.body,c=o||r.lastChild;return null!=c?r.insertBefore(e,c):r.appendChild(e),this},o.init=function n(t){return this.config=t,this.loadScript(t.src,function(){if(o.init===n)throw new Error("Load error!");o.init(o.config),function(){for(var n=0;n<r.length;n++){var t=r[n][0],i=r[n][1];o[t].apply(o,i)}r=void 0}()}),this}}(); // custom init + lytics default install tag from https://activate.getlytics.com/connect?aid=2751 // see https://learn.lytics.com/understanding/product-docs/lytics-javascript-tag/configuration#configuration-options var lyticsCid = '44fda7674f94228540d8fba6786f9770'; console.log('You are using the Lytics Prod account'); jstag.init({ src: `https://c.lytics.io/api/tag/${lyticsCid}/latest.min.js`, pageAnalysis: { dataLayerPull: { disabled: true } } }); jstag.pageView(); (function(){ var sailthru_cookie, sailthru_user_id; function read_cookie(cookieName) { var re = new RegExp('[; ]'+cookieName+'=([^\\s;]*)'); var sMatch = (' '+document.cookie).match(re); if (cookieName && sMatch) return unescape(sMatch[1]); return ''; } sailthru_cookie = read_cookie('sailthru_hid'); if (sailthru_cookie.length > 56) { sailthru_user_id = sailthru_cookie.slice(32,56); jstag.send({ st_profile_id: sailthru_user_id }); } })(); jstag.call('entityReady', waitToLoadAds.trigger); setTimeout(waitToLoadAds.trigger, 1000); // also trigger lytics if it's taking too long waitToLoadAds.push(function (lytics_data) { // lytics_data won't be defined if lytics failed to load correctly. In that case // we don't need to set any segments. if (lytics_data && lytics_data.segments) { googletag.cmd.push(function() { googletag.pubads().setTargeting("LyticsSegments", lytics_data.segments); }); } }); function getUID(id) { window.dataLayer.push({'user_id': id}); }; jstag.getid(getUID); </script> <script type="text/javascript" src="/static/js/mailcheck.min.js?192616240919"></script> <script type="text/javascript" src="/static/js/dive_mailcheck.js?192616240919"></script> <script src="/static/js/app.js?262317060225"></script> <script type="text/javascript"> var divecounter_settings = {}; divecounter_settings.showSignupAd = true; </script> <script type="text/javascript" src="/static/js/divecounter.js?261616040423"></script> <script type="text/javascript"> // Special unbounce signup thing for google traffic. Test with ?test_unbounce in the URL // Note: divecounter must already be loaded. Only enabled on pages that would normally have signup ads // Note: showSignupAd is always off if prestitial is enabled! if ((typeof divecounter !== "undefined") && ($(window).width() > 640)) { var test_unbounce = (window.location.href.indexOf("?test_unbounce")>=0); var force_unbounce = (window.location.href.indexOf("signupbounce=1")>=0) || (window.location.href.indexOf("utm_campaign=Linked-HR")>=0) || (window.location.href.indexOf("utm_source=outbrain")>=0); if (test_unbounce || force_unbounce || (document.referrer.match(/^https?:\/\/(www\.google\.|news\.google\.|t\.co|twitter\.com|www\.facebook\.com)/i) && divecounter.getOption('showSignupAd') && divecounter.canShow(1,1)) ) { // dyanmically load ouibounce.js only on pages where its needed $.getScript("/static/js/ouibounce.min.js?102717100918", function(){ // Once ouibounce.js loads, call the script // We're reusing divecounter's modal instead of OuiBounce's modal code (that's why we pass it 'false') var _ouibounce = ouibounce(false, { aggressive: test_unbounce, // ignore cookie in test mode cookieName: '_viewedOuiBounce', // underscored cookies should be ignored by Varnish callback: function() { divecounter_open_ad(); } }); }); } // end should show unbounce } // end divecounter defined </script> <script type="module" src="/static/js/dist/googleAnalyticsHelper.bundle.js?290716050225" ></script> <script type="text/javascript"> function read_cookie(cookieName) { var re = new RegExp('[; ]'+cookieName+'=([^\\s;]*)'); var sMatch = (' '+document.cookie).match(re); if (cookieName && sMatch) return unescape(sMatch[1]); return ''; } var script = document.createElement('script'); script.type = 'text/javascript'; script.async = true; script.addEventListener('load', function(e) { // we only pass the template this context variable on newsposts let informaData = false; informaData = {"canonicalUrl": "https://www.marketingdive.com/news/google-shopping-game-show-charli-xcx-troye-sivan-holiday-campaign/733807/", "pageIsSponsored": false, "pageSponsor": "", "contentAuthor": "Chris Kelly", "contentPubDate": "2024-11-25 09:00:00", "pageID": "newspost 733807", "pageTitle": "Why Google Shopping turned holiday gift-giving into a game show", "pageType": "article", "primaryTerm": "Brand Strategy, Creative, Video, Influencer Marketing", "secondaryTerm": "Google, Holiday marketing"}; if (window.IIRISTracker) { var sailthru_id = read_cookie('sailthru_hid'); if (sailthru_id.length > 56) { sailthru_id = sailthru_id.slice(32,56); } var notProduction = 'False' === 'True'; var domain = 'www.marketingdive.com'.split('.')[1]; // on non-prod environment, there is specific collector domain to send the data to. var cDomain = notProduction ? 'com-informa-prod1.mini.snplow.net' : 'c.' + domain + '.com' // removed .com previous line var cfg = { config: { td: {}, snowplow: { context: {} } } }; cfg.config.idsource = 'sailthruid'; cfg.config.snowplow.appId = domain; cfg.config.snowplow.cDomain = cDomain; cfg.config.td.lob = 'it'; cfg.config.td.domain = domain; cfg.config.snowplow.contentTagEnabled = !!informaData cfg.config.snowplow.context = informaData window.IIRISTracker.initConfig(cfg); window.IIRISTracker.setTrackingUID(sailthru_id); var irisEvt = new Event('trackerLoaded'); window.dispatchEvent(irisEvt); } else { window.addEventListener('trackerLoaded', function(evt) { if(window.IIRISTracker) { window.IIRISTracker.setTrackingUID(sailthru_id); } }); } }); script.src = 'https://static.iris.informa.com/widgets/v3.0/iris-t.js'; document.getElementsByTagName('head')[0].appendChild(script); </script> <script type="text/javascript"> jQuery.browser = {}; (function () { jQuery.browser.msie = false; jQuery.browser.version = 0; if (navigator.userAgent.match(/MSIE ([0-9]+)\./)) { jQuery.browser.msie = true; jQuery.browser.version = RegExp.$1; } })(); </script>  <script type="text/javascript" src="/static/js/jquery.simplemodal.divefork.min.js?093716120922"></script> <style> /* dynamic style overrides based on DB go here*/ </style> <meta name="sailthru.title" content="Why Google Shopping turned holiday gift-giving into a game show" /> <meta name="sailthru.post_type" content="Article" /> <meta name="sailthru.dive_awards" content="False" /> <meta name="sailthru.post_updated" content="False" /> <meta name="lytics:topics" content="Holiday marketing, Creative, Video, Google, Brand Strategy, Influencer Marketing" /> <meta name="robots" content="max-image-preview:large"> <meta name="news_keywords" content="Brand Strategy,brand-strategy,Creative,creative,Video,Video-marketing,Influencer Marketing,influencer-marketing"/> <script type="text/javascript"> /** Stolen from http://stackoverflow.com/questions/24816/escaping-html-strings-with-jquery **/ $(document).ready(function () { //"Tweet this" pullquote sections // This is used in the processing of 'tweet this' pull quotes function escapeHtml(string) { var entityMap = { "&": "&", "<": "<", ">": ">", '"': '"', "'": ''', "/": '/' }; return String(string).replace(/[&<>"'\/]/g, function (s) { return entityMap[s]; }); } // Process the twitter pullquote sections: // * create the link // * create the text ('tweet this quote') for the link $(".pquote").each(function (index) { var j_words; if ($(this).data('twitter-text') != 'undefined') { j_words = $(this).children('.tweetwords').first(); } else { j_words = $(this).data('twitter-text'); } var j_replace = $(this).children('.tweetquote').first(); var clean_text = escapeHtml(j_words.text()); var link_attributes = 'href="https://twitter.com/intent/tweet?text=' + clean_text + '%20https%3A//www.marketingdive.com/news/google-shopping-game-show-charli-xcx-troye-sivan-holiday-campaign/733807/' + '" class="popup button twitter" data-sharebutton="tweet_quote" data-shareusing="twitter"'; var img = '<img src="/static/img/social_icons/twitter-follow-icon.png?102717100918" alt="Share on Twitter" loading="lazy">'; var link = '<a ' + link_attributes + '>Tweet this quote' + img + '</a>'; j_replace.html(link); }); }); </script> <script type="module" src="/static/js/dist/signupReferrer.bundle.js?290716050225" ></script> <script data-cfasync="false" type="text/javascript" src="/static/js/prestitial.js?270116210524"></script> <script async src="https://securepubads.g.doubleclick.net/tag/js/gpt.js"></script> <script src="/static/js/dist/signupDataGam.bundle.js?290716050225"></script> <script type="text/javascript" src="/static/js/dist/adTemplates.bundle.js?290716050225"></script> <script> var eventMethod = window.addEventListener ? "addEventListener" : "attachEvent"; var eventer = window[eventMethod]; var messageEvent = eventMethod == "attachEvent" ? "onmessage" : "message"; // Build the site_logos object to be later referenced in house ads const site_logos = {}; site_logos['diveapi'] = { domain: 'diveapi', site_name: "API Site", alt_text: "API Site logo", is_current_site: false, white: { png: "None", svg: "None", }, black: { png: "None", svg: "None", } }; site_logos['agriculturedive'] = { domain: 'agriculturedive', site_name: "Agriculture Dive", alt_text: "Agriculture Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/agriculture_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/agriculture_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/agriculture_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/agriculture_black.svg", } }; site_logos['automotivedive'] = { domain: 'automotivedive', site_name: "Automotive Dive", alt_text: "Automotive Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/automotive_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/automotive_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/automotive_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/automotive_black.svg", } }; site_logos['bankingdive'] = { domain: 'bankingdive', site_name: "Banking Dive", alt_text: "Banking Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/banking_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/banking_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/banking_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/banking_black.svg", } }; site_logos['biopharmadive'] = { domain: 'biopharmadive', site_name: "BioPharma Dive", alt_text: "BioPharma Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/biopharma_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/biopharma_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/biopharma_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/biopharma_black.svg", } }; site_logos['cfo'] = { domain: 'cfo', site_name: "CFO.com", alt_text: "CFO.com logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cfodotcom_white.svg", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cfodotcom_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cfodotcom_black.svg", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cfodotcom_black.svg", } }; site_logos['cfodive'] = { domain: 'cfodive', site_name: "CFO Dive", alt_text: "CFO Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cfo_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cfo_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cfo_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cfo_black.svg", } }; site_logos['ciodive'] = { domain: 'ciodive', site_name: "CIO Dive", alt_text: "CIO Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cio_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cio_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cio_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cio_black.svg", } }; site_logos['constructiondive'] = { domain: 'constructiondive', site_name: "Construction Dive", alt_text: "Construction Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/construction_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/construction_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/construction_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/construction_black.svg", } }; site_logos['cstoredive'] = { domain: 'cstoredive', site_name: "C-Store Dive", alt_text: "C-Store Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cstore_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cstore_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cstore_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cstore_black.svg", } }; site_logos['customerexperiencedive'] = { domain: 'customerexperiencedive', site_name: "CX Dive", alt_text: "CX Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cx_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cx_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cx_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cx_black.svg", } }; site_logos['cybersecuritydive'] = { domain: 'cybersecuritydive', site_name: "Cybersecurity Dive", alt_text: "Cybersecurity Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cybersecurity_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cybersecurity_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cybersecurity_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cybersecurity_black.svg", } }; site_logos['educationdive'] = { domain: 'educationdive', site_name: "Education Dive", alt_text: "Education Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/education_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/education_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/education_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/education_black.svg", } }; site_logos['esgdive'] = { domain: 'esgdive', site_name: "ESG Dive", alt_text: "ESG Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/esg_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/esg_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/esg_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/esg_black.svg", } }; site_logos['facilitiesdive'] = { domain: 'facilitiesdive', site_name: "Facilities Dive", alt_text: "Facilities Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/facilities_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/facilities_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/facilities_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/facilities_black.svg", } }; site_logos['fashiondive'] = { domain: 'fashiondive', site_name: "Fashion Dive", alt_text: "Fashion Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/fashion_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/fashion_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/fashion_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/fashion_black.svg", } }; site_logos['fooddive'] = { domain: 'fooddive', site_name: "Food Dive", alt_text: "Food Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/food_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/food_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/food_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/food_black.svg", } }; site_logos['grocerydive'] = { domain: 'grocerydive', site_name: "Grocery Dive", alt_text: "Grocery Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/grocery_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/grocery_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/grocery_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/grocery_black.svg", } }; site_logos['healthcaredive'] = { domain: 'healthcaredive', site_name: "Healthcare Dive", alt_text: "Healthcare Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/healthcare_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/healthcare_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/healthcare_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/healthcare_black.svg", } }; site_logos['highereddive'] = { domain: 'highereddive', site_name: "Higher Ed Dive", alt_text: "Higher Ed Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/highered_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/highered_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/highered_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/highered_black.svg", } }; site_logos['hoteldive'] = { domain: 'hoteldive', site_name: "Hotel Dive", alt_text: "Hotel Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/hotel_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/hotel_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/hotel_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/hotel_black.svg", } }; site_logos['hrdive'] = { domain: 'hrdive', site_name: "HR Dive", alt_text: "HR Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/hr_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/hr_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/hr_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/hr_black.svg", } }; site_logos['k12dive'] = { domain: 'k12dive', site_name: "K-12 Dive", alt_text: "K-12 Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/k12_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/k12_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/k12_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/k12_black.svg", } }; site_logos['legaldive'] = { domain: 'legaldive', site_name: "Legal Dive", alt_text: "Legal Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/legal_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/legal_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/legal_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/legal_black.svg", } }; site_logos['manufacturingdive'] = { domain: 'manufacturingdive', site_name: "Manufacturing Dive", alt_text: "Manufacturing Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/manufacturing_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/manufacturing_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/manufacturing_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/manufacturing_black.svg", } }; site_logos['marketingdive'] = { domain: 'marketingdive', site_name: "Marketing Dive", alt_text: "Marketing Dive logo", is_current_site: true, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/marketing_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/marketing_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/marketing_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/marketing_black.svg", } }; site_logos['medtechdive'] = { domain: 'medtechdive', site_name: "MedTech Dive", alt_text: "MedTech Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/medtech_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/medtech_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/medtech_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/medtech_black.svg", } }; site_logos['mobilemarketer'] = { domain: 'mobilemarketer', site_name: "Mobile Marketer", alt_text: "Mobile Marketer logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/mobilemarketer_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/mobilemarketer_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/mobilemarketer_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/mobilemarketer_black.svg", } }; site_logos['multifamilydive'] = { domain: 'multifamilydive', site_name: "Multifamily Dive", alt_text: "Multifamily Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/multifamily_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/multifamily_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/multifamily_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/multifamily_black.svg", } }; site_logos['packagingdive'] = { domain: 'packagingdive', site_name: "Packaging Dive", alt_text: "Packaging Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/packaging_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/packaging_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/packaging_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/packaging_black.svg", } }; site_logos['paymentsdive'] = { domain: 'paymentsdive', site_name: "Payments Dive", alt_text: "Payments Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/payments_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/payments_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/payments_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/payments_black.svg", } }; site_logos['pharmavoice'] = { domain: 'pharmavoice', site_name: "PharmaVoice", alt_text: "PharmaVoice logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/pharmavoice_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/pharmavoice_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/pharmavoice_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/pharmavoice_black.svg", } }; site_logos['proformative'] = { domain: 'proformative', site_name: "Proformative", alt_text: "Proformative logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/proformative_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/proformative_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/proformative_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/proformative_black.svg", } }; site_logos['restaurantdive'] = { domain: 'restaurantdive', site_name: "Restaurant Dive", alt_text: "Restaurant Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/restaurant_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/restaurant_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/restaurant_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/restaurant_black.svg", } }; site_logos['retaildive'] = { domain: 'retaildive', site_name: "Retail Dive", alt_text: "Retail Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/retail_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/retail_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/retail_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/retail_black.svg", } }; site_logos['smartcitiesdive'] = { domain: 'smartcitiesdive', site_name: "Smart Cities Dive", alt_text: "Smart Cities Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/smartcities_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/smartcities_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/smartcities_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/smartcities_black.svg", } }; site_logos['socialmediatoday'] = { domain: 'socialmediatoday', site_name: "Social Media Today", alt_text: "Social Media Today logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/smt_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/smt_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/smt_color.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/smt_color.svg", } }; site_logos['supplychaindive'] = { domain: 'supplychaindive', site_name: "Supply Chain Dive", alt_text: "Supply Chain Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/supplychain_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/supplychain_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/supplychain_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/supplychain_black.svg", } }; site_logos['truckingdive'] = { domain: 'truckingdive', site_name: "Trucking Dive", alt_text: "Trucking Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/trucking_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/trucking_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/trucking_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/trucking_black.svg", } }; site_logos['utilitydive'] = { domain: 'utilitydive', site_name: "Utility Dive", alt_text: "Utility Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/utility_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/utility_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/utility_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/utility_black.svg", } }; site_logos['wastedive'] = { domain: 'wastedive', site_name: "Waste Dive", alt_text: "Waste Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/waste_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/waste_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/waste_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/waste_black.svg", } }; // Get the dive domain and return the dive logo object, or null if it doesn't exist in site_logos function getDivesiteLogoObject(link_url, alt_domain='') { let dive_domain; // Split link URL on 'adurl=' and take what comes after as the ad url const ad_url = decodeURIComponent(link_url.split('adurl=')[1]); // Split on . to get an array of hostname segments const dive_domain_array = new URL(ad_url).hostname.split('.'); // Retrieve the second to last element of the hostname array, which should always be the domain dive_domain = dive_domain_array[dive_domain_array.length - 2] if (alt_domain) { // If alt_domain has been specified, normalize it. i.e. "HR Dive", "http://hrdive.com", etc. => "hrdive" // This will override the link url's domain. dive_domain = alt_domain.replace(/\s+/g, '').replace(/^(https?:\/\/)?(www\.)?|\.com.*|\?.*|#.*/gi, '').toLowerCase(); } // Return the site logos object for this domain if it exists, or null if it does not if (site_logos[dive_domain]) { return site_logos[dive_domain]; } else { // Fallback logo const url_prefix = "https://d12v9rtnomnebu.cloudfront.net/divesite/responsive_ad_assets/small_logos/"; return { domain: 'industrydive', site_name: 'Industry Dive', alt_text: 'Industry Dive logo', white: { svg: url_prefix + 'industrydive-small-white.svg', png: url_prefix + 'industrydive-small-white.png', }, black: { svg: url_prefix + 'industrydive-small-black.svg', png: url_prefix + 'industrydive-small-black.png', } } } } eventer(messageEvent, function (e) { var key = e.message ? "message" : "data"; var data = e[key]; var eventName = data.message || 'ignore'; if (eventName == 'adContentAvailable') { var $ad_element; $ad_element = $('div').filter('[data-container-ad-unit-id="' + data.adUnit + '-' + window.dfp_visibility + '"]'); $ad_element.hide() var nativeAdEditorialSelector = '.sidebar .hybrid-ad-wrapper .native-ad-editorial'; var nativeAdEditorialExists = $(nativeAdEditorialSelector).length > 0; if ( nativeAdEditorialExists ) { $(nativeAdEditorialSelector).closest('.hybrid-ad-wrapper').addClass('native-ad-editorial-sidebar-border'); } // Inline homepage ad $('.feed-item-ad .hybrid-ad-wrapper a').each(function (index, element) { window.updateGamAdUrl(element, 'inline'); }); // Editorial native ad sidebar // NOTE: must go before inline native ad to ensure correct location added $('.sidebar .native-ad.editorial a').each(function (index, element) { window.updateGamAdUrl(element, 'sidebar'); }); // Editorial native ad inline $('.native-ad.editorial a').each(function (index, element) { window.updateGamAdUrl(element, 'inline'); }); // Sidebar ad $('.sidebar .hybrid-ad-wrapper a').each(function (index, element) { window.updateGamAdUrl(element, 'sidebar'); }); } }, false); var googletag = googletag || {}; googletag.cmd = googletag.cmd || []; googletag.cmd.push(function () { var desktopWidth = 1024; if (window.innerWidth >= desktopWidth) { window.dfp_visibility = 'desktop'; } else { window.dfp_visibility = 'mobile'; } var dfpDisplayConfiguration = { "prestitialEnabled": true, "leaderboardEnabled": true, "sidebarAdsEnabled": true, "visibility": window.dfp_visibility }; if (window.dfp_visibility == 'desktop') { if (typeof prestitialAds == 'object' && prestitialAds.pageIsPrestitialEligible()) { googletag.defineSlot('/21662595662/marketingdive/marketingdiveprestitial', [[500, 300], [640, 480]], 'paychekgoeshere').addService(googletag.pubads()); } if (dfpDisplayConfiguration.leaderboardEnabled) { googletag.defineSlot('/21662595662/marketingdive/marketingdiveleaderboard', [[970, 180], [728, 90], [970, 90]], 'dfp-leaderboard-desktop').addService(googletag.pubads()); googletag.pubads().addEventListener('slotRenderEnded', function (event) { if ((event.slot.getAdUnitPath() === '/21662595662/marketingdive/marketingdiveleaderboard' || event.slot.getAdUnitPath() === '/21662595662/marketingdive/marketingdiveleaderboard') && !event.isEmpty ) { $(window).blur(function () { if (document.activeElement === $('#dfp-leaderboard-desktop iframe')[0] || document.activeElement === $('#dfp-leaderboard-desktop iframe')[0]) { try { localStorage.setItem('leaderboard_signup_path', document.location.pathname); } catch (e) { // local storage could not be available due to privacy settings or something } } }); } }); } if (dfpDisplayConfiguration.sidebarAdsEnabled) { googletag.defineSlot('/21662595662/marketingdive/marketingdivehybrid1', [[300, 250], 'fluid', [160, 600]], 'dfp-hybrid1-desktop').addService(googletag.pubads()); } googletag.defineSlot('/21662595662/marketingdive/marketingdivehybrid2', [[300, 250], 'fluid'], 'dfp-hybrid2-desktop').addService(googletag.pubads()); googletag.defineSlot('/21662595662/marketingdive/marketingdivehybrid3', [[300, 250], 'fluid'], 'dfp-hybrid3-desktop').addService(googletag.pubads()); googletag.defineSlot('/21662595662/marketingdive/marketingdivehybrid4', [[300, 250], 'fluid'], 'dfp-hybrid4-desktop').addService(googletag.pubads()); googletag.defineSlot('/21662595662/marketingdive/marketingdivethankyouhybrid1', ['fluid'], 'dfp-thankyouhybrid1-desktop').addService(googletag.pubads()); googletag.defineSlot('/21662595662/marketingdive/marketingdivethankyouhybrid2', ['fluid'], 'dfp-thankyouhybrid2-desktop').addService(googletag.pubads()); } else { googletag.defineSlot('/21662595662/marketingdive/marketingdivehybrid1', [[300, 250], 'fluid'], 'dfp-hybrid1-mobile').addService(googletag.pubads()); googletag.defineSlot('/21662595662/marketingdive/marketingdivehybrid2', [[300, 250], 'fluid'], 'dfp-hybrid2-mobile').addService(googletag.pubads()); googletag.defineSlot('/21662595662/marketingdive/marketingdivehybrid3', [[300, 250], 'fluid'], 'dfp-hybrid3-mobile').addService(googletag.pubads()); googletag.defineSlot('/21662595662/marketingdive/marketingdivehybrid4', [[300, 250], 'fluid'], 'dfp-hybrid4-mobile').addService(googletag.pubads()); googletag.defineSlot('/21662595662/marketingdive/marketingdivethankyouhybrid1', ['fluid'], 'dfp-thankyouhybrid1-mobile').addService(googletag.pubads()); googletag.defineSlot('/21662595662/marketingdive/marketingdivethankyouhybrid2', ['fluid'], 'dfp-thankyouhybrid2-mobile').addService(googletag.pubads()); } googletag.pubads().setTargeting("topics", ["Brand Strategy","brand-strategy","Creative","creative","Video","Video-marketing","Influencer Marketing","influencer-marketing"]); googletag.pubads().setTargeting("tags", ["marketing-tag-google","marketing-tag-holiday-marketing"]); if ((typeof divecounter !== "undefined") && (divecounter.getData().is_subscriber)) { googletag.pubads().setTargeting("is_subscriber", "yes"); } var site = window.location.host; googletag.pubads().setTargeting("site", site); var first_path = window.location.pathname.split( '/' )[1]; 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<div class="printed-branding"> <span class="promoted-branded-copy">An article from</span> <img src="https://d12v9rtnomnebu.cloudfront.net/logo/printer_friendly/marketingdive.jpg" alt="site logo"> </div> <div class="article-title-wrapper"> <div class="post-label-wrapper"> </div> <h1 class="display-heading-04"> Why Google Shopping turned holiday gift-giving into a game show </h1> <p>A campaign around the friendly competition of gifting also includes ads featuring duos Dwyane Wade and Gabrielle Union and Charli XCX and Troye Sivan.</p> </div> <div class="byline"> <div class="article-byline"> <div class="date date-bottom-border"> <span class="published-info"> Published Nov. 25, 2024 </span> </div> <div class="byline-row "> <div class="author "> <div class="author-row author-row-flex"> <a href="/editors/ckelly/"> <img class="author-img-round analytics t-article-byline-author" src="https://d1b6lhn2ymmy1x.cloudfront.net/journalist-headshots/marketing/kelly-chris-circle-150x150.png" alt="Chris Kelly's headshot"> </a> <div class="author-name author-name-with-headshot"> <a rel="author" href="/editors/ckelly/" class="analytics t-article-byline-author">Chris Kelly</a> <span class="author-title">Senior Reporter</span> </div> </div> </div> <div class="social-share"> <ul class="social-icon-list"> <li> <a href="http://www.linkedin.com/shareArticle?mini=true&url=https%3A//www.marketingdive.com/news/google-shopping-game-show-charli-xcx-troye-sivan-holiday-campaign/733807/&title=Why%20Google%20Shopping%20turned%20holiday%20gift-giving%20into%20a%20game%20show" aria-label="Share article to Linkedin" class="social-icon analytics t-article-byline-social-linkedin"> <img src="/static/img/social_icons/article_page/linkedin.svg?092716141024" alt="Post to LinkedIn"> <span class="social-icon__text">post</span> </a> </li> <li> <a href="https://www.facebook.com/sharer/sharer.php?u=https%3A//www.marketingdive.com/news/google-shopping-game-show-charli-xcx-troye-sivan-holiday-campaign/733807/" 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js-social-icon-license analytics t-article-byline-social-licensing"> <img src="/static/img/social_icons/article_page/cart.svg?092716141024" alt="License this article"> <span class="social-icon__text">license</span> </a> </li> </ul> </div> </div> </div> </div> <figure class="inside_story"> <div class="figure_content article-hero-img"> <img class="" src="https://imgproxy.divecdn.com/IRAhyy2pvUR3-YqcldGr13M5WM9J1HR82oVurryMdXg/g:ce/rs:fill:1200:675:1/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS9nb29nbGUtc2hvcHBpbmcuanBn.webp" width="1200" height="675" srcset="https://imgproxy.divecdn.com/aVsIDdwRBzBq78yZlUPRBwCeL8PTqmVWwCLmx_wBuU0/g:ce/rs:fill:400:225:1/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS9nb29nbGUtc2hvcHBpbmcuanBn.webp 400w, https://imgproxy.divecdn.com/jD4NGF-zs7dzehK-NwRYfd7HIjlTAFhf-0MJsU21IbY/g:ce/rs:fill:800:450:1/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS9nb29nbGUtc2hvcHBpbmcuanBn.webp 800w, https://imgproxy.divecdn.com/IRAhyy2pvUR3-YqcldGr13M5WM9J1HR82oVurryMdXg/g:ce/rs:fill:1200:675:1/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS9nb29nbGUtc2hvcHBpbmcuanBn.webp 1200w, https://imgproxy.divecdn.com/4dnxNa-o4zkSrYZ4auCaF_Q5wsFPbPrzAo6D0-Y7mvY/g:ce/rs:fill:1600:900:1/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS9nb29nbGUtc2hvcHBpbmcuanBn.webp 1600w" sizes="(min-width: 64em) 60vw, 100vw" alt="Google Shopping Can You Gift It?" > </div> <figcaption class="inside_story_caption"> <span class="caption_text"> Episodes of Google's “Can You Gift It” drop every day this week, culminating on Black Friday. Each episode features Jimmy Kimmel and a pair of celebrities. </span> <span class="source_text"> Retrieved from <a href="https://youtube.com" target="_blank">Google</a> on November 22, 2024 </span> </figcaption> </figure> </div> <div class="row"> <div class="article-large-12 columns article-wrapper"> <div class="print-wrapper"> <div class=" large medium article-body"> <p>Google on Monday (Nov. 25) launched a game show content series for its Shopping platform that is hosted by Jimmy Kimmel and features five celebrity duos as contestants. The effort builds on previously released holiday ads that include other famous pairings and a similar theme around the competitive spirit that takes hold during the season. </p> <p>“We discovered around 60% of people like to treat the holiday gifting period as a little bit of friendly competition, like, ‘Who’s going to give the best gift?’ So we centered an entire campaign all around this [idea],” said Stephanie Horton, senior director of global commerce marketing for Google.</p> <div class="hybrid-ad-wrapper show-small hide-large"> <div class="hybrid-ad-inner-wrapper"> <div class="show-small hide-large"> <div data-container-ad-unit-id="/21662595662/marketingdive/marketingdivehybrid1-mobile"></div> <div id="dfp-hybrid1-mobile"> <script data-cfasync="false" src="/cdn-cgi/scripts/5c5dd728/cloudflare-static/email-decode.min.js"></script><script> waitToLoadAds.push(function() { googletag.cmd.push(function() { if (window.dfp_visibility == 'mobile' ) { googletag.display('dfp-hybrid1-mobile'); googletag.pubads().addEventListener('slotRenderEnded', function (event) { var adUnitPath = '/21662595662/marketingdive/marketingdivehybrid1'; var onProformative = false; if (onProformative && event.slot.getAdUnitPath() === adUnitPath && !event.isEmpty ) { var adUnitPathWithVisibility = adUnitPath + '-mobile'; var selector = '.pf-comments__ad-wrapper [data-container-ad-unit-id="' + adUnitPathWithVisibility + '"]'; if (!$(selector).closest('.pf-comments__ad-wrapper').hasClass('borders')) { $(selector).closest('.pf-comments__ad-wrapper').addClass('borders') } } }); } }); }); </script> </div> </div> </div> </div> <div class="hybrid-ad-wrapper hide-small show-large"> <div class="hybrid-ad-inner-wrapper"> <div class="hide-small show-large"> <div data-container-ad-unit-id="/21662595662/marketingdive/marketingdivehybrid2-desktop"></div> <div id="dfp-hybrid2-desktop"> <script> waitToLoadAds.push(function() { googletag.cmd.push(function() { if (window.dfp_visibility == 'desktop' ) { googletag.display('dfp-hybrid2-desktop'); googletag.pubads().addEventListener('slotRenderEnded', function (event) { var adUnitPath = '/21662595662/marketingdive/marketingdivehybrid2'; var onProformative = false; if (onProformative && event.slot.getAdUnitPath() === adUnitPath && !event.isEmpty ) { var adUnitPathWithVisibility = adUnitPath + '-desktop'; var selector = '.pf-comments__ad-wrapper [data-container-ad-unit-id="' + adUnitPathWithVisibility + '"]'; if (!$(selector).closest('.pf-comments__ad-wrapper').hasClass('borders')) { $(selector).closest('.pf-comments__ad-wrapper').addClass('borders') } } }); } }); }); </script> </div> </div> </div> </div> <p>A new episode of the game show, “Can You Gift It?,” will drop on YouTube every day this week, culminating on Black Friday, with cutdowns running across digital and social. Each episode features Kimmel and a pair of celebrities who compete in tasks reminiscent of “The Price Is Right” and “The Dating Game” from a retro-styled game show set. The activities rely on Google’s holiday shopping insights and search data. </p> <style type="text/css">.embed-container { position: relative; padding-bottom: 56.25%; height: 0; overflow: hidden; max-width: 100%; } .embed-container iframe, .embed-container object, .embed-container embed { position: absolute; top: 0; left: 0; width: 100%; height: 100%; } </style> <div class="embed-container"><iframe allowfullscreen="" frameborder="0" src="https://www.youtube.com/embed/mGtbrDSYDSE"></iframe></div> <p>The first episode of “Can You Gift It?” stars comedian Eric André and music producer Benny Blanco, while future pairings include WNBA stars Kelsey Plum and Kahleah Copper and comedic talent Ronny Chieng, Atsuko Okatsuka, Robin Thede, Roy Wood Jr., Matt Rogers and Joel Kim Booster.</p> <p>“We wanted people who had that really good friendly competition vibe with each other, because if you think about gift giving, it’s usually for your close friends or people in your family. When we were thinking about it, we really wanted to choose people who had that same relationship,” Horton said.</p> <p>Google leveraged similar relationships in earlier ads that are part of its holiday campaign. NBA legend Dwyane Wade and actor Gabrielle Union, who are married, first <a href="https://www.tiktok.com/@gabunion/video/7428325095652756779">appeared last month in ads</a> that saw Wade doing his holiday shopping while running across town as Union used Google Shopping by the pool. This month, musicians Charli XCX and Troye Sivan appeared in 15- and 30-second spots that played up the relationship between the “Brat” superstar and her “Sweat” tour mate.</p> <blockquote class="instagram-media" data-instgrm-permalink="https://www.instagram.com/reel/DCmkYqPPnfu/?utm_source=ig_embed&utm_campaign=loading" data-instgrm-version="14" style=" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);"> <div style="padding:16px"><a href="https://www.instagram.com/reel/DCmkYqPPnfu/?utm_source=ig_embed&utm_campaign=loading" style="background:#ffffff; line-height:0; padding:0 0; text-align:center; width:100%" target="_blank"> <div style="align-items:center; display:flex; flex-direction:row"> <div style="background-color:#f4f4f4; border-radius:50%; flex-grow:0; height:40px; margin-right:14px; width:40px"> </div> <div style="display:flex; 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font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px">View this post on Instagram</div> </div> <div style="padding:12.5% 0"> </div> <div style="align-items:center; display:flex; flex-direction:row; margin-bottom:14px"> <div> <div style="background-color:#f4f4f4; border-radius:50%; height:12.5px; transform:translateX(0px) translateY(7px); width:12.5px"> </div> <div style="background-color:#f4f4f4; flex-grow:0; height:12.5px; margin-left:2px; margin-right:14px; transform:rotate(-45deg) translateX(3px) translateY(1px); width:12.5px"> </div> <div style="background-color:#f4f4f4; border-radius:50%; height:12.5px; transform:translateX(9px) translateY(-18px); width:12.5px"> </div> </div> <div style="margin-left:8px"> <div style="background-color:#f4f4f4; border-radius:50%; flex-grow:0; height:20px; width:20px"> </div> <div style="border-bottom:2px solid transparent; border-left:6px solid #f4f4f4; border-top:2px solid transparent; height:0; transform:translateX(16px) translateY(-4px) rotate(30deg); width:0"> </div> </div> <div style="margin-left:auto"> <div style="border-right:8px solid transparent; border-top:8px solid #f4f4f4; transform:translateY(16px); width:0px"> </div> <div style="background-color:#f4f4f4; flex-grow:0; height:12px; transform:translateY(-4px); width:16px"> </div> <div style="border-left:8px solid transparent; border-top:8px solid #f4f4f4; height:0; transform:translateY(-4px) translateX(8px); width:0"> </div> </div> </div> <div style="display:flex; flex-direction:column; flex-grow:1; justify-content:center; margin-bottom:24px"> <div style="background-color:#f4f4f4; border-radius:4px; flex-grow:0; height:14px; margin-bottom:6px; width:224px"> </div> <div style="background-color:#f4f4f4; border-radius:4px; flex-grow:0; height:14px; width:144px"> </div> </div> </a> <p><a href="https://www.instagram.com/reel/DCmkYqPPnfu/?utm_source=ig_embed&utm_campaign=loading" style="color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px" target="_blank">A post shared by Shop with Google (@shopwithgoogle)</a></p> </div> </blockquote> <script async="" src="//www.instagram.com/embed.js"></script> <p>The campaign will run through Dec. 5 across connected TV and social channels including TikTok, Reddit, Meta and Snap, with additional content from Google and partners like Anomaly.</p> <div class="hybrid-ad-wrapper show-small hide-large"> <div class="hybrid-ad-inner-wrapper"> <div class="show-small hide-large"> <div data-container-ad-unit-id="/21662595662/marketingdive/marketingdivehybrid2-mobile"></div> <div id="dfp-hybrid2-mobile"> <script> waitToLoadAds.push(function() { googletag.cmd.push(function() { if (window.dfp_visibility == 'mobile' ) { googletag.display('dfp-hybrid2-mobile'); googletag.pubads().addEventListener('slotRenderEnded', function (event) { var adUnitPath = '/21662595662/marketingdive/marketingdivehybrid2'; var onProformative = false; if (onProformative && event.slot.getAdUnitPath() === adUnitPath && !event.isEmpty ) { var adUnitPathWithVisibility = adUnitPath + '-mobile'; var selector = '.pf-comments__ad-wrapper [data-container-ad-unit-id="' + adUnitPathWithVisibility + '"]'; if (!$(selector).closest('.pf-comments__ad-wrapper').hasClass('borders')) { $(selector).closest('.pf-comments__ad-wrapper').addClass('borders') } } }); } }); }); </script> </div> </div> </div> </div> <div class="hide-small show-large" id="desktop-inline-signup"></div> <p>Questions for the game were pulled from Google Shopping’s Holiday 100 list of the most-searched items, giving the platform a chance to turn an element of its shopper data into marketing content. Similar tactics have been utilized by both <a href="https://www.marketingdive.com/news/amazon-adam-driver-black-friday-ugc-campaign/733453/">Amazon</a> and <a href="https://www.youtube.com/playlist?list=PLs6zAwIMDe3OD8EZfbxoC2Gdum869GxVh">Walmart</a> this holiday season. Google’s campaign additionally highlights some of the platform’s new commerce features, like <a href="https://www.retaildive.com/news/google-shopping-generative-ai-personalization-curation/730047/">dynamic filters and AI-powered personalization</a>, that began rolling out to Shopping last month.</p> <p>“There are so many ways to help you shop on Google, from reviews to filters to some of our AI technology, so we wanted to bring it to life in a way that was palatable and would humanize some of the technology… in a fun way,” Horton said. </p> </div> <div class="reading-list recommended-reading"> <h3 class="sidebar-box__header reading-list__header">Recommended Reading</h3> <ul class="list-no-bullets"> <li class="reading-list__item"> <a href="https://www.marketingdive.com/news/google-overhauls-shopping-platform-with-ai/730094/" class="reading-list__link analytics t-article-end-recommended"> Google overhauls Shopping platform with AI for more personalization </a> <span class="label label--soft"> <span class="secondary-label">By Aaron Baar •</span> <span class="secondary-label">Oct. 17, 2024</span> </span> </li> <li class="reading-list__item"> <a href="https://www.marketingdive.com/news/holiday-marketing-campaign-trends-2024/732350/" class="reading-list__link analytics t-article-end-recommended"> ‘Merry and bright’: How marketers are evolving for ambitious holiday shoppers </a> <span class="label label--soft"> <span class="secondary-label">By <a rel="author" href="/editors/jdeyo/">Jessica Deyo</a> • </span> <span class="secondary-label">Nov. 13, 2024</span> </span> </li> </ul> </div> <div class="post-article-wrapper"> <div class="share-buttons"> <ul class="social-button-list"> <li> <a href="http://www.linkedin.com/shareArticle?mini=true&url=https%3A//www.marketingdive.com/news/google-shopping-game-show-charli-xcx-troye-sivan-holiday-campaign/733807/&title=Why%20Google%20Shopping%20turned%20holiday%20gift-giving%20into%20a%20game%20show" class="social-button 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class="pressrelease-footer-item__description"> <div class="pressrelease-footer-item__company"> <div>From ViralGains</div> <div class="press-release-date">February 18, 2025</div> </div> <span> <img alt="ViralGains logo" class="pressrelease-footer-item__logo" height="50" loading="lazy" src="https://res.cloudinary.com/dmgi9movl/image/upload/dpr_2.0,h_50,w_50/v1739569184/press_release/assets/company_logos/Copy_of_ViralGains-Logo-Full-Color-2019_mrqmg3.png" width="50"/> </span> </div> </div> </a> <a class="pressrelease-footer-item__anchor analytics t-pr-edfooter-item" href="/press-release/20250207-twipla-kicks-off-2025-with-new-features-wix-partnership-expansion/"> <div class="large-3 columns pressrelease-footer-item js-pressrelease" data-pressrelease-full-url="https://www.marketingdive.com/press-release/20250207-twipla-kicks-off-2025-with-new-features-wix-partnership-expansion/"> <div class="pressrelease-footer-item__title"> TWIPLA Kicks Off 2025 with New Features, Wix Partnership 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Why Google Shopping turned holiday gift-giving into a game show | Marketing Dive