The #madebygoogle campaign will be in full bloom come October 20 when the Pixel and Pixel XL phones are said to start shipping. So far, there aren't many places you can preorder the phones from - apart from the obvious Google Store online order, you can pop up in a Verizon shop, or go to BestBuy to land that same Verizon model plus some freebies like a $100 gift card and a Chromecast.
Google, being a consumer electronics company now, is going the whole nine yards. It bought a full front page ad in USA Today and other publications, will have to start a mass marketing campaign for the Pixel, and so on. What other undertakings are in store come launch time? Well, due to the total dearth of physical stores you can grab the Pixels from, if we don't count Verizon's shops, apparently Google is also planning to open a pop-up store in New York on October 20, and sell the new #madebygoogle products there.
It is not only for sales purposes, though, but actually doubles as a place you would be able to physically examine the gear, and toy around with it before you decide to pull the trigger, and New York is one of the most visible electronics markets in the world, so Google's pop-up store there is certainly a bright idea likely to gather extra publicity for the new products.