Campaign of the Year: Amazon's 'Jurassic World' delivery
Amazon's largest box:
40' L x 14' 9" H x 14' W
By melding experiential, video, voice tech and social media, the creative stunt demonstrates how Amazon is maturing beyond its e-commerce past into a budding advertising engine.
Amazon has delivered plenty of boxes around the world over the years, but a triple-branded effort powered by the e-commerce giant back in May set a record for its largest-ever package. By melding experiential marketing, video, voice tech and social media, this year's most notable campaign activated a flurry of hype around the premiere of Universal Pictures' "Jurassic Park: Fallen Kingdom." The additional brand power provided by Jeep coupled with a unique array of marketing channels made the effort a pioneering example of where marketing could be headed as traditional ads lose their sway.
Created with agency Tool of North America, the delivery stunt commanded the attention of curious onlookers last spring as a 40-foot-long box was escorted by a motorcade of Jeep Wranglers for 30 miles from the port of Los Angeles to The Grove shopping mall.
Beyond a few air holes, the movie logo and a giant shipping label addressed to the film's main characters — played by Chris Pratt and Bryce Dallas Howard — few clues of the box's contents were shared, adding an integral element of mystery to the campaign. People compelled to crack the case of what was beyond the box's walls could scan a SmileCode through Amazon's mobile app to unlock special content surrounding the film and search for clues on the featured Twitter hashtag #AmazonFindsAWay. Both mobile elements of the campaign aimed to drive ticket sales for the movie, which premiered on June 22, and spark buzz from passersby snapping and sharing photos online, helping to extend the campaign's reach beyond Los Angeles.
Unique cross-channel activations like this are part of a growing trend as marketers explore fresh, creative ways to surprise consumers and amplify word-of-mouth potential beyond traditional ad formats like billboards, TV spots and banner ads that are often consumed passively. The experience factor is especially popular among younger audiences, who say they prefer having authentic, in-person interactions with brands more than over digital channels.
With additional campaign elements, Amazon was able to draw out excitement around the movie premiere beyond the oversized delivery. People at home could activate a voice-powered Alexa experience that dished out dinosaur sounds and an interactive game by prompting an Echo device with "Alexa, ask Jurassic Park what's in the box." Days after the initial delivery, stars of the movie Pratt and Howard unveiled the contents of the box — a T-Rex statue — tapping the YouTube trend of unboxing videos.
This marketing strategy helped drive considerably more impressions for the "Jurassic World" film than any other blockbuster release last summer. Since May 29, the campaign hashtag #AmazonFindsAWay recorded 50.8 million impressions, data from Brandwatch show. The campaign's popularity points to how a strong focus on cross-channel marketing and innovative brand tie-ups can help movie studios innovate beyond traditional formats like trailers to capture the attention of audiences that are buried in alternative viewing options, such as Netflix. Amid slumping box office sales, "Fallen Kingdom" had a solid opening weekend, bringing in around $150 million in North America alone.
Amazon's collaboration with Jeep and Universal Pictures' "Jurassic" franchise shows how the online retail giant smartly leverages its widening range of services and is quickly maturing beyond its e-commerce past into a budding advertising engine. On the heels of the success of its jumbo-sized marketing to match the film's dinosaur themes, Amazon ran a similar effort in July to promote its annual Prime Day shopping event.
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