Hey, Google: We’re Giving Away Free Stuff!

As New Haven strives to distinguish itself from the over 1,000 communities nationwide vying for an injection of next-generation internet technology, it’s hit upon a strategy — give away 100 gifts of over $100.

That plan, called GoogleHaven 100, was unveiled at a press conference on Friday morning at Fair Haven Furniture on Blatchley Avenue. The furniture company is giving away a gift certificate of $120 to the 20th caller to mention a favorite item on the business’s website. Over the following weeks, a total of 100 businesses will offer similar giveaways.

The goal is to create buzz about the city’s interest in high-speed internet — and show Google what a great city New Haven is.

The campaign, organized by local ​“micro-marketing” start-up Ripple100, is a response to Google’s call for applicants for its new high-speed internet project: Google Fiber.

New Haven is giving away free stuff in response to Google’s offer of a huge freebie. The internet giant plans to install next-generation internet infrastructure for free in selected locations in the U.S., in an experiment in how to make internet access better and faster.

The new internet cables would work 100 times faster than traditional internet. A full-length high-definition film could be downloaded in 15 seconds, said Andre Yap (pictured), founder and CEO of New Haven’s Ripple100.

New Haven faces stiff competition from other cities. Google’s offer has unleashed an outpouring of interest nationwide, as cities and towns seek to distinguish themselves from among the over 1,100 applicants. The application itself is fairly simple, but city officials across the country are adding to it with attention-seeking efforts like YouTube videos and rallies. The city of Topeka, Kansas, renamed itself Google, Kansas, for the month of March. The mayor of Duluth, Minnesota, made a tongue-in-cheek proclamation that all newborn children in his city will be named either Google Fiber or Googlette Fiber. He also leaped into Lake Superior in February to prove his passion for Google.

Yap is undaunted by the competition. ​“Put yourself in Google’s shoes,” he said. ​“You’re not going to make a decision based on gimmicks.” The company is preparing to shell out thousands or millions of dollars to buy install new infrastructure. It wants ​“substantive arguments,” not jumping in lakes, Yap said.

While Google has not disclosed its selection criteria, Yap said he thinks Google seeks an appropriate ​“test bed” for its new infrastructure experiment, to work out the kinks before it takes it to a larger scale. And it wants a ​“showcase” for its explorations of what high-speed internet can do. New Haven is well positioned to meet both of those requirements, Yap said.

New Haven’s diversity makes it ideal for the experiment, Yap said. The city has a variety of sectors — health, education, business — that can test and show off the capacities of high speed internet. The new GoogleHaven 100 campaign is part of an effort to show off the city’s diversity. Each giveaway is accompanied by a short video and ​“microsite” created by Ripple100, as a way to have ​“100 different looks at New Haven,” Yap said. Click here to see the Ripple 100 ​“micro-site” for Fair Haven Furniture.

After Friday’s press conference, Fair Haven Furniture owner Kerry Triffin (at right in photo) said he doesn’t know specifically how his business would benefit from faster internet. ​“I know there will be advantages,” he said.

Triffin said he’s participating in GoogleHaven 100 mostly because he’s a ​“big booster” of the city.

Speaking at the official announcement, Mayor John DeStefano (at left in photo) said the partnership with Google would position the city to attract a variety of high-tech businesses. He laid out a narrative arc of city history, culminating with the possible arrival of Google: New Haven was established because its port could move cargo quickly from the sea. It grew because its railroad could transport goods quickly over land. Next, New Haven will thrive because its next generation internet service will transport information at lightning speed over the web. As tech ventures bloom, the city will enjoy the ​“collateral growth” of other businesses, DeStefano said.

After remarks by DeStefano, Yap, and Triffin, participants enjoyed the official cupcake of Google Haven: chocolate with rhubarb and butter cream frosting. The frosting won a contest at Claire’s Corner Copia, another part of the Google buzz that businesses are working to create under the leadership of Ripple100.

Yap said his company is doing the promotional work for free, ​“out of the goodness of our dumb old hearts.” He acknowledged that the campaign raises the profiled of his business, but it’s also a ​“tide that lifts all boats,” he said.

Tech entrepreneur Derek Koch is hoping the tide will lift his boat.

“We constantly use the internet,” said Koch, the head of Independent Software, a local company. He said the internet is so slow that he often checks to see if the company’s router has crashed. ​“We get really poor service,” he said.

Amped-up internet from Google would help his company work better, Kock said. Uploading data snf sending files and photos are ​“the lifeblood of what we do.”

In addition to faster internet at his office, Koch said, Google’s high speed infrastructure could attract more tech businesses to New Haven and create more business for his company.

Michael Pinto, economic development officer for the city, mentioned New Haven’s history as an early adopter of new communication technologies. The city hosted the world’s first telephone exchange.