Alexa Cove
Fake Snapchat show. Real daily utility.
Welcome to Alexa Cove, a (fake) Snapchat show about Amazon’s helpful voice assistant Alexa and her college roommates, told one 10-second “trailer” at a time.
This concept was borne from a simple goal: to show college students how Alexa could make their lives a little easier. At the time of the campaign, nearly 90% of college students were on Snapchat, so we worked with SNL directing duo Hannah & Adriana to create a reality show just as dramatic as the Snapchat content students were already watching. After launch, viewers weren’t sure if it was real or not. And honestly, after spending some time in the Cove, neither were we.
The case study:
The entire first season (don’t worry, it’s only 90 seconds long):
Get to know the Cove-mates. They’re dope.
Special thanks to our hilarious cast Matthew Lohiser (Brandon), Melody Peng (Chloe), Grant Anstine (Jay) and Brittany Bardwell (Becks).
Results: 3.1MM video completions // 366MM impressions // Broke the Alexa website for a few hours after launch due to too many click-throughs // Saw a 12% boost in sales of Echo devices to the college-age demo in the 2 months leading up that year's college school year.
Credits:
Creative Directors: Myself & Andrew Wilcox
Copywriter: Regina Aletto
Art Director: Kaleigh Concannon
Account/Project Mgt: David Rosenberg & Tika Melroy
XCM Producer: Heath Ward
Directors: Hannah & Adriana
Production Company: Alpen Pictures
Editors: Marty Cramer & Scott Manley
Audio & Sound Design: Hearby Seattle