Alexa Loses Her Voice|海报/平面|广告营销案例【ADGuider广告指南】

Alexa失去了她的声音

案例简介：执行游戏开始前一周，我们在他们的家中吸引了数百万人，因为Alexa开始出现在设备上失去声音的迹象，让人们上网寻找原因。在那里，他们发现了各种泄露的名人视频，取笑我们安排谁来取代Alexa。接下来，在预告片和媒体中，人们看到杰夫·贝佐斯在我们的预告片中透露亚历克莎失去了她的声音。这则超级碗广告描绘了名人在试图填补Alexa时失败的情况。Post spot，Alexa恢复正常，但我们针对社交网站上的人，有超过200条内容显示名人作为Alexa失败。我们直接在他们的家中接触了100多万人，他们在设备复活节彩蛋上与60多人互动，以名人的声音和Alexa的信息为特色，感谢名人为她代言。在游戏过程中，我们使用音频指纹来确保真正的Alexa在我们的广播广告播出过程中保持沉默。在比赛日，我们创建了一个社交作战室，与社交追随者和Tide和Mountain Dew等品牌互动，我们用Alexa自己的说唱来回答他们的说唱战。我们的名人替代者使用他们的Twitter句柄邀请关注者要求他们完成Alexa的工作。每个回应都以幽默的方式失败，因此，当有人向Gordon Ramsey询问食谱时，他会以顽皮的方式诅咒他们。随着名人的失败，追随者开始表达他们对Alexa的爱，最终证明无论竞争如何，只有一个Alexa。这场运动超越了单纯的 “广告”，进入了流行文化，所有这些都是通过问，如果Alexa失去了她的声音怎么办？“并且在Twitter上出现了720K提及的趋势-同时巩固了超级碗的历史并获得了超过15亿个媒体印象。 CampaignDescription 我们如何证明Alexa的声音不可替代的价值？我们把她的声音带走。有史以来第一次，我们对Alexa进行了重新编程，使其失去了声音，以便数百万美国人可以在家中真正体验我们的超级碗广告的幻想。为了表明没有人可以取代Alexa，我们请了Cardi B，Gordon Ramsay，Rebel Wilson和Anthony Hopkins等名人来代替她。他们都惨败了。我们的工程师和开发人员团队甚至创建了60多个设备上的复活节彩蛋，在语音助手设备中实现了全新的应用程序。最后，消费者体验到了没有他们最喜欢的人工智能的生活。证明无论竞争对手如何，只有一个Alexa。这是在今年最大的体育赛事期间首次进行的全国性互动活动，涉及数百万Alexa用户及其设备。

Alexa失去了她的声音

案例简介：Execution A week before the game, we reached millions in their homes, as Alexa began showing signs of losing her voice on device, sending people online to find out why. There, they discovered various leaked celebrity videos, teasing who we’d arranged to replace Alexa. Next, in pre-roll and in the press, people saw Jeff Bezos in our teaser revealing Alexa had lost her voice. This teed up the Super Bowl ad depicting celebrities failing epically, while trying to fill in for Alexa. Post spot, Alexa went back to normal, but we targeted people on social with over 200 pieces of content showing celebrities failing as Alexa. We reached over a million people directly in their homes, as they interacted with over 60 on device Easter eggs, featuring celebrity voice and messages from Alexa, thanking celebrities for filling in for her. During the game, we used audio fingerprinting to ensure the real Alexa remained silent throughout the airing of the our broadcast ad. On game day, we created a social war room, interacting with social followers and brands like Tide and Mountain Dew, whose rap battle we answered with a rap from Alexa herself. Our celebrity replacements used their Twitter handles to invite followers to ask them to do the job of Alexa. Each response took on a humorous fail, so when someone asked Gordon Ramsey for a recipe, he would curse at them in a playful manner etc. As celebrities failed, followers began expressing their love for Alexa, ultimately proving no matter the competition, there’s only one Alexa. This campaign transcended mere ‘advertising’ and entered popular culture, all by asking, what if Alexa lost her voice?” and trended across Twitter with 720K mentions—while cementing itself into Super Bowl history and earning over 1.5 billion total media impressions. CampaignDescription How do we prove the irreplaceable value of Alexa’s voice? We take her voice away. For the first time ever, we reprogrammed Alexa to lose her voice so that millions of Americans could experience the fantasy of our Super Bowl commercial for real, right in their home. To show that no one could replace Alexa, we asked a variety of celebrities like Cardi B, Gordon Ramsay, Rebel Wilson and Anthony Hopkins to fill in for her. They all failed miserably. Our team of engineers and developers even created over 60 on-device Easter eggs, implementing an entirely new application in voice assistant devices. In the end, consumers experienced what it’s like to live without their favorite AI. Demonstrating that no matter the competition, there’s only one Alexa. This was a first-of-its kind national interactive campaign involving millions of Alexa users and their devices during the biggest sporting event of the year.