Over the last 3 years, Alexa has become even more widely available not only in our own devices but also with third party partners. This is happening at a time when the competitive environment is increasing and the need to demonstrate our leadership in Voice Innovation becomes even more critical, especially amongst non-Alexa customers.

Research showed that the best way for people to understand Alexa’s usefulness is for them to actually try Alexa for themselves. So we decided to drive interest in what Alexa can do now, by having a little fun with where she might show up next, as a reason to drive preference not only for Alexa enabled technology but also for the Amazon brand.

For its 2019 Super Bowl campaign, Amazon wanted to convert non-Alexa users into Alexa customers by having fun with where Alexa might show up next. So we created the “Amazon Beta Testing Program” and put Alexa prototypes in the hands of unwitting celebrities with hilarious results.

But the best way for people to understand Alexa’s usefulness is for them to actually try our Alexa devices. So we created a voice controlled pre-roll-demo, allowing customers to step into our campaign and control the International Space Station with their voice. By accessing the microphone on their everyday devices (phone, tablet, desktops), we served participants an Alexa demo in an out-of-this-world environment. The experience drove to a hub on Amazon.com where customers could learn more about and purchase Alexa devices.

By using cutting-edge technology—we reached non-Alexa-customers, sparking purchase consideration and a curiosity about where Alexa might boldly go next.

Our goal was to capture the hearts of the 103.4 million people who watch the Super Bowl, and more specifically convert non-Alexa users into Alexa customers.

We did this by introducing the Amazon Beta Testing Program, allowing people to see all the Amazing things Alexa can do now, while building hype around what type of technology Alexa might end up in next.

More importantly we created a voice first campaign. We pushed the limits on how we could get current Alexa customers to further engage with their devices, and convert non Alexa users by creating innovative ways to get them to test drive Alexa, without the need of having to own an Alexa device.

The digital campaign launched with teasers that revealed our celebrity testers: astronauts Mark and Scott Kelly, Harrison Ford, Forest Whitaker, and Broad City’s Abbi Jacobson and Ilana Glazer, all being welcomed into the top secret Amazon Beta Testing Program. The Amazon Beta Testing Program further unfolded during our Super Bowl spot.

We then retargeted non-Alexa customers who had viewed the Super Bowl Ad online, with an interactive pre roll video experience, that allowed them to control the International Space Station with their voice. So if a participant where to ask Alexa to turn off the lights, the digital environment would react, just as Alexa would work in a home. Participants could interact with 6 Alexa commands, allowing them to get a taste of what an actual Alexa device can do.

To create this voice-controlled experience, we captured live action plates of a replica set of the International Space Station. We were able to capture a 360 degree HDRI that was utilized for lighting and reflections for the CG elements that brought to life Alexa's responses. Once the scenes were built, we engineered Alexa’s listening capabilities into the unit, So when a user opted in, we accessed the microphone of their everyday device (phone, tablet or laptop) to create an Alexa demo in an out-of-this-world experience.

The experience led customers to an online hub where they learned more about and could purchase Alexa devices, resulting in 144% increase in purchase intent and a 65% lift in brand consideration.

The voice controlled pre roll earned over 1.9MM impressions and 1.6MM video views. On average, user spent around 48 seconds interacting with the demo, well above the thirty second threshold. Over all, participants engaged in at least 4 commands using their voice.

The campaign ran between January 25th through February 17, 2019

Our 'Welcome To The Amazon Beta Testing Program' teasers and spot received over 244 million views in just two weeks.

By using cutting-edge technology—we reached non-Alexa-customers, sparking purchase consideration and a renewed curiosity about where Alexa might boldly go next.

The voice controlled pre roll unit earned over 1.9MM impressions and over 1.6MM video views--

resulting in 144% increase in purchase intent and a 65% lift in brand consideration. Overall, users spent an average of 47 seconds with the interactive ad, well above the minimum 30 seconds, and made an average of 4.3 interactions with their voice.