For the re-launch of Google Maps, the tech giant told New Yorkers that they didn’t really know New York or anything in it… yet. Google used real-time data in an outdoor campaign to promote their new ‘Explore’ tool which aimed to help people discover new things in their neighbourhood. The digital outdoor ads displayed copy based on real-time results for what was trending in each area. The campaign was driven by Google ratings and trend data, showcasing to their users new places they might not know about…yet. Although the campaign was received well in Manhattan, it did spark some controversy among residents in Brooklyn suggesting it encouraged gentrification to the borough.