It’s been three years since theme park and luxury resort Jurassic World was destroyed by dinosaurs out of containment. Isla Nublar now sits abandoned by humans while the surviving dinosaurs fend for themselves in the jungles.

When the island’s dormant volcano begins roaring to life, Owen (Chris Pratt) and Claire (Bryce Dallas Howard) mount a campaign to rescue the remaining dinosaurs from this extinction-level event. Arriving on the unstable island as lava begins raining down, their expedition uncovers a conspiracy that could return our entire planet to a perilous order not seen since prehistoric times.

With all of the wonder, adventure and thrills synonymous with one of the most popular and successful series in cinema history, this all-new motion-picture event sees the return of favorite characters and dinosaurs—along with new breeds more awe-inspiring and terrifying than ever before. Welcome to Jurassic World: Fallen Kingdom.

A mysterious teaser trailer kicked off the campaign on FireTV and across Jurassic World social channels featuring an “Amazon employee” scanning a giant delivery box with breathing holes and growling contents. The endcard reads: “Arriving in Los Angeles May 30.”

On May 30, that box left the Port of Los Angeles—one of the United States’ busiest ports —and traveled past iconic landmarks. Those who witnessed the branded box saw an Amazon scannable “Smile Code” to purchase tickets and merchandise, the hashtag #AmazonFindsAWay to encourage social sharing, and the Call To Action: “Alexa, ask Jurassic World what’s in the box?” to play an interactive audio experience in the Jurassic World Revealed skill for Amazon Alexa.

Surrounded by a fleet of Jurassic World Fallen Kingdom-branded Jeep Wranglers and unbranded black

SUVs, this spectacle ended at The Grove—a popular fashion and lifestyle destination in Los Angeles — where stars Chris Pratt and Bryce Dallas Howard orchestrated the unboxing.

Jurassic Park premiered in 1993, How could we reach current movie-goers, when likely they were children then? In order to make the biggest brand impact and raise awareness with movie fans we needed to Think Big.

We wanted to capture the excitement our customers say they feel when an Amazon box is delivered, but make it bigger – so we decided to do just that: literally make it bigger … way bigger. Something so massive, they couldn’t help but share their experience with others.

Capturing the attention of customers is no small feat. That’s why, to promote the premiere of Universal’s Jurassic World: Fallen Kingdom, we developed an advertising campaign with digital, social and experiential extensions including the first-ever Amazon “delivery” of a life-sized T-Rex.

The stunt resulted in local, national, and international press coverage, generating millions of impressions from customer-generated posts under the hashtag #AmazonFindsAWay, with engagement on Twitter, Instagram Feed and Instagram Stories. This earned media was incremental to the paid media surrounding the campaign by Amazon & Universal. Highlights included postings from The Big Bang Theory star Kaley Cuoco, iconic LA hot dog stand “Pink’s Hot Dogs” and morning news coverage by KTLA.

The stunt resulted in local, national, and international press coverage, generating millions of impressions from customer-generated posts under the hashtag #AmazonFindsAWay, with engagement on Twitter, Instagram Feed and Instagram Stories. This earned media was incremental to the paid media surrounding the campaign by Amazon & Universal. Highlights included postings from The Big Bang Theory star Kaley Cuoco, iconic LA hot dog stand “Pink’s Hot Dogs” and morning news coverage by KTLA.