How does one break into an already-saturated market? Google (yes, them again) had no qualms about adding another browser to an already ultra-competitive market. Google Chrome (as it’s called) is a modern browser designed for today’s Web, with online applications and multiple tabs open simultaneously, built for users who keep their browsers open for days on end as they tour hundreds of Web sites, each more complex than the last. In order to carve a niche for itself, Chrome had to do some horn-tooting. Here’s a look at just what they did.

Of course, Google pulled out all the usual stops: press releases, technological showcases, and a project micro site. They also used their fan base as leverage. Everything Google does is automatically tested/commented/critiqued/praised by an entire community of experienced Internet users, but the Chrome team also opted for unexpected techniques and original methods. Here are two that really grabbed my attention:

The technological advantages comic strip
http://www.google.com/googlebooks/chrome/
Let me tell you, I was hooked from the very first panel. The comic strip features the engineers behind the project as they explain the advantages of the browser and the decision-making process leading up to its design. It’s a light-hearted and masterful look into the software’s technological capabilities. Hearing about the ins and outs of such advanced technological concepts could be a real yawn but this comic strip makes it fun and makes you want to root for the new guy.

Keep in mind, however, that we’re talking about a comic strip about technology; it’s not really intended for the general public. To truly grasp the concepts at hand, you have to have a basic understanding of programming. Then again, you could just admire the pretty artwork.

The video ad
http://www.youtube.com/watch?v=nCgQDjiotG0
An ad on YouTube? Well, why the heck not?
Yes, I know, it’s not like they re-invented the wheel. What’s more, with YouTube being owned by Google and all, it seems only natural; but this video—demonstrating the lightening-fast page rendering time—is a thing of beauty and totally original. From start to finish, there’s never an inkling of doubt about how effective and fast the product is. A riff on those newfangled scientific shows playing on the tube—reminding me particularly of certain video clips from the Quebec television comedy series Les Pieds dans la marge (but with a much larger budget)—this video really goes out on a limb to sell the software. And it was well worth the risk.

There’s an entire series of these videos on YouTube, including some interactive ones. (You can use the menu at the end to jump from one to the next.)

Does it work?

I think so. It did for me, at any rate. Even if I’m not ready to walk it down the aisle quite yet, I’m keeping a close eye on it. And I’m obviously not the only one: it already has 6.7% of the browser market share and that’s just the beta version! Pretty impressive in a supposedly saturated market.