ChromeOS Roadshows EMEA 2025 - ‘Life after tour’- thanks to Event Cycle!

In 2025, Google commissioned Cogs & Marvel to craft a bespoke shuffleboard to take on-tour around Europe as a fun activation, which allowed attendees at the event to learn about the features of ChromeOS whilst keeping them competitively entertained at “The OS for a new era” roadshows in Paris, Amsterdam, and Oslo.

Following the event series, Cogs & Marvel were tasked with recycling it, which is where our partnership with Event Cycle became invaluable.

Transforming a Branded Game into Movember Mobile Impact Tool

Managing branded experiences often results in premium, durable assets, like this large, black wood-framed shuffleboard with a solid resin top, getting to the end of their life after they have served their purpose as a campaign-specific activation.

The key challenge: the board was large, heavy (120kgs), and prominently featured ChromeOS branding and messaging, which complicated any simple donation.

Cogs & Marvel’s philosophy is to “combine method and magic to make the unexpected” so we worked closely with Event Cycle to put these words into action and found a solution that leveraged the assets entertainment value while honoring our commitment to social

responsibility.

The shuffleboard resurfacing for repurposing

Event Cycle identified the ideal match: Movember, the global men’s health charity

encouraging men to grow moustaches for the month of November to raise money for their cause. Movember were on the look out for an interactive tool to use at their upcoming roster of events at schools, universities and out and about during the annual Movember campaign.

The shuffleboard was a perfect fit, provided the branding could be effectively managed. Event Cycle made sure that:

• A new eco-vinyl top was ordered to cover the old branding

• The new eco vinyl featured Movember branding, colours and scoring numbers

• Resin was ordered to resurface the board to make sure it was ready for another round of action.

  
  

Turning play into purpose: Movember’s new awareness tool

After its transformation, the previous brand experience activation is now a mobile tool that travels to campuses and events across the country, providing a fun feature for Movember’s community outreach, Movember can use this durable, fully branded board to:

• Increase Engagement: Attract students and attendees with a fun, interactive activity, providing an immediate opportunity to discuss men’s health topics.

• Boost Fundraising: Position the game as a focal point for donations during the

  crucial Movember campaign month.

• Maximize Reach: Utilise the high-quality, visible asset to maintain a consistent brand presence at events and activations nationwide even after the month of Movember finished.

Testimonial from Movember

"I managed to get it out of the box and rewrapped last Thursday, just in time for our event! It was hugely well received so I will now expect it to be making its way around various events across London over the next 12 months. The Mo graphic looks great, thanks for sorting that out for us. I really appreciate the support, we wouldn’t be able to afford things like this usually, so this is a great addition to our kit."

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