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

Google on 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.  

“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.

A new episode of the game show, “Can You Gift It?,” dropped on YouTube every day the last week in November, and culminated on Black Friday, with cutdowns running across digital and social. Each episode featured …