A competition driven by a bespoke FB messenger app with a particular penchant for names beginning with ‘ALE’… to share the Amazon Alexa anniversary love.
Alexa, Amazon’s voice assistant, recently celebrated her three-year Australian anniversary. Yip, three whole years since Aussies all over the country realised the true power of voice-controlled technology.
Because ANZ was tasked with helping the brand celebrate the tech companion we now can’t live without, but we believe an occasion just isn’t an occasion unless other people are invited to the ‘party’. So, we decided to share the anniversary love by gifting all of Australia’s Alexs, Alexas and Alexanders… the chance to win big with ‘Alexa Trivia’, a national competition campaign.
We developed a bespoke Facebook messenger app that had a particular penchant for names beginning with ALE. Those who were lucky enough to be an Alexa ‘namesake’ were given the chance to answer three of 20 quirky questions. Each question was accompanied by a custom animation and voice, and had multiple-choice answers.
Winners were rewarded with some incredible Amazon prizes, from Amazon Echo Dots to Audible and Amazon vouchers. But entrants with names that didn’t begin with ALE weren’t completely out of luck, as Alexa offered them a 15% discount on devices and encouraged them to visit a microsite built for the campaign to give visitors a window into Alexa’s world.
To support the Trivia competition, we created vibrant social media ads that spoke directly to all Alexas and Alexs (and friends of) prompting them to put their thinking caps on to try the Trivia.
We also partnered with influencer, Alexis Fernandez, and 20 micro influencers to amplify the competition. Alexis created a branded teaser the evening before the competition launched, and a story on day two of the competition to drive awareness and traffic to the Alexa Facebook messenger app.
The influencers each received an Alexa Trivia pack with an Amazon Echo Dot, branded cupcakes with candles and a card which resulted in some awesome content that showcased the new Amazon Echo Dots and celebrated Alexa’s 3rd Anniversary in Australia.
The Amazon Alexa anniversary campaign was a huge success with all prizes being handed out in the first few hours of the competition, daily. The Trivia was innovative, and for three days Australia’s Alexs, Alexas, and Alexanders… were as happy as Amazon’s Alexa is helpful.