experience is another, perhaps higher, form of user experience. A brand can be a catalyst for significant social change by staking out an unambiguous position on a cultural issue. But when you’re Google, you can do more than just that: you can actively enable change. In 2013, same-sex marriage was illegal in France. In fact, it was the subject of intense cultural wrangling, and the outcome of the fight was still very much in doubt. Google saw a way to make it possible for same-sex couples to gain social and legal recognition of their love and commitment while promoting their brand-new Google Hangouts video-conferencing service. Since same-sex marriage was already legal in Belgium, French couples could stand – via Hangouts – in front of the mayor of Marchin, Belgium to exchange their vows while showing the world how technology and society can come together to change us all for the better.