Capitalizing on how its services have become a part of everyday life, Google has executed a site-specific outdoor campaign that’s incorporated into the landscape of New York City. Playful placement and local topics encourage tourists and New Yorkers alike to use the Google mobile app to learn more about their surroundings. It’s a unique approach for the global information company, with limited reach and localized impact. However, keeping the focus small could help Google cut through the marketing noise in a highly competitive market. Check out the full details of the campaign here.