The Amazon Beta Testing Project

Big ideas start with even bigger failures.

That was the message behind Amazon's 2019 Super Bowl Commercial. To amplify that story, we created the Amazon Beta Testing Program, an integrated digital campaign including celebrity teasers, an on-device experience, and an voice-controlled online demonstration.

Teasers revealed celebrities—Harrison Ford, Forrest Whitaker, Jesse Plemons, Ilana Glazer and Abbi Jacobson, and astronauts Mark and Scott Kelly—who would become a part of the “top secret” program; Amazon Echo owners were prompted to ask their devices for more information and rewarded with easter eggs and exclusive information.

Our voice-controlled online demo using True[X] technology continued the International Space Station narrative of the broadcast spot and gave customers a chance to control the station with their voice from the comfort of their laptop.

Because we had to shoot our teasers in the midst of the larger commercial shoot we only got the talent for a matter of minutes, but all were gracious and accommodating. Special thanks to the Broad City ladies Abbi and Ilana for giving us extra time due to a flash rainstorm. 😬

Recognition: Three 2019 OMMA (Online Media, Marketing & Advertising) Awards including best use of AI, Interactive Creative, and UX/ UI (TrueX Interactive Pre-roll)