Paid Media

Overview & Context

Alphabet is launching Gemini AI labs in all 73 Los Angeles Public Libraries (LAPL). These 10-computer station labs will give free access to the public to use Gemini. These labs will launch on the first day of summer break for LAUSD public schools and are accessible to all LA Public Library cardholders. This is targeted towards Gen A and young Gen Z to learn how to use AI and encourage library use.

Target Audience 

• Primary Audience
  • Gen Alpha (ages 10–14) and young Gen Z (ages 15–20) in Los Angeles, particularly LAUSD students on summer break, who are curious about technology, creativity, and emerging AI tools. While they are digital natives interested in exploring AI for learning and collaborating, many may not have reliable access to advanced technology or personal devices at home. The free Gemini AI Labs in public libraries provide equitable access to these tools and create a supportive environment for experimentation and learning.
• Secondary Audience:
  • Parents and educators, primarily Millennials (ages 30–45) and older Gen Z educators (ages 24–29), who guide young people’s learning and technology use. They are interested in improving digital literacy and preparing students for a technology-driven future while ensuring AI is used responsibly in safe, educational environments. Gemini AI Labs provides a structured setting within libraries that supports learning, creativity, and academic development.
  • Los Angeles Public Library users and local community members, typically older Gen Z and Millennials (ages 18–40), who are interested in digital learning resources and community education opportunities. This group includes students using library study spaces, lifelong learners exploring new technologies, and families seeking free educational programs. Promoting Gemini AI Labs helps position libraries as modern hubs for digital learning and innovation.

Communication Assets

• Out-of-Home (OOH) Advertising – Billboards, Bus Shelter Ads, and Subway Ads
  • This approach uses highly visible ads across Los Angeles to promote the Gemini AI Labs to the local community.
  • Rationale: OOH advertising reaches students, parents, and commuters in daily city environments, especially near schools, libraries, and transit routes. It builds strong local awareness and directs people to nearby Los Angeles Public Library locations.
• Social Media Content – Instagram Posts and Reels
  • This approach uses engaging social media content to introduce Gemini AI Labs to younger audiences online.
  • Rationale: Gen Alpha and Gen Z spend significant time on platforms like Instagram, making social media an effective channel to capture their attention. Short-form content can quickly demonstrate how Gemini can be used for creativity, learning, and exploration.
• In-Library Posters and Digital Screens
  • This approach promotes Gemini AI Labs directly within Los Angeles Public Library spaces through posters and digital signage.
  • Rationale: To promote the campaign to existing library visitors who are already engaged with learning resources. In-library communication also helps guide users directly to the Gemini lab stations and reinforces libraries as modern digital learning hubs.

Strategy Goals

• Increase awareness and adoption of Gemini AI.
  Promote the launch of Gemini AI Labs in all 73 Los Angeles Public Library locations so students, parents, and community members know that free AI tools are available. This initiative introduces Gemini to younger audiences and encourages early familiarity with its AI tools through free public access in libraries.
• Position Alphabet as a leader in responsible AI education.
  By partnering with public libraries, Alphabet demonstrates its commitment to helping young people learn how to use AI in a safe, educational, and accessible environment. 
• Strengthen Alphabet’s brand reputation through community investment.
  Position Alphabet as a company that invests in community learning and equitable access to technology for younger generations.

Strategic Need for the Campaign

This creative strategy is needed to inform students, parents, and community members about the launch of free Gemini AI Labs in all 73 Los Angeles Public Library locations. Without strong promotion, many potential users may not realize that they have free access to advanced AI tools in their local libraries. The campaign also helps drive early adoption of Gemini among younger audiences while highlighting Alphabet’s commitment to digital education and community access to technology.

Tagline: Power Up the Summer

“Unlock your creativity with Gemini AI — Create, Learn and Explore More.”

Billboard Ad

Bus Shelter Ad

Subway Ad

Disclaimer: All content included on this webpage was created by Yuxin Tao for a capstone project through the University of Southern California’s Public Relations and Advertising Master’s program. Tao has no official affiliation with Alphabet Inc. or Google Gemini.