Amazon Echo’s 2019 Super Bowl commercial featured the “unveiling” of a star-studded, top-secret “Amazon Beta Testing Program,” in which identical twin astronauts Mark and Scott Kelly are in orbit, trying to use Alexa to control the lights on the International Space Station.
As a companion to this entertaining Super Bowl ad, Amazon worked with true[X] to build an interactive campaign that allowed users to use real Alexa voice commands to operate a virtual International Space Station themselves. They could control elements in the cabin, interrupt an astronaut’s spacewalk, make the entire station do a barrel roll, and more. This innovative unit ran alongside premium on-demand video content where, in exchange for spending a minimum 30 seconds interacting, users could reduce their commercial load for the rest of the episode.
While the Alexa-enabled space station isn't real (yet), this interactive experience allowed users to see how easy and fun it is to make Alexa a part of your life. At any point, users could click through to “All things Alexa” on amazon.com where they could learn more or make a purchase.
This unit demonstrated loud and clear that cutting-edge interactivity -- in this case, through voice commands -- drives brand lift. Among users who chose to engage through voice rather than clicks, the ad resulted in a 65% lift in brand consideration, 122% lift in preference, and an incredible 144% lift in purchase intent. Overall, users spent an average of 47 seconds with the ad, well above the minimum, and made an average of 4.3 interactions.
