CLIENT: AMAZON FIRE TV

FIRE TV TAKEOVERS

A live demonstration of Fire TV, HIJACKING EVERY TV SCREEN in the world. 

BACKGROUND:

Fire TV allows you to do much more with your current TV, so we wanted to show people what their TV was capable of with a Fire TV upgrade. Instead of making a series of commercials, we created a suite of demos that showcased the benefits of Fire TV, on the viewers very-own screen.

We used content from the same shows, and genres, people were already watching, to showcase the UI and capabilities. For example, if you were watching Empire on Fox, in the adbreak you’d see Empire footage (and think the show had started again) before a person offscreen would call up the Fire TV UI and showcase a skill. In the case of our Empire Takeover, a Father by passes a raunchy scene (and awkward moment with his daughter) by using his voice to skip ahead. The campaign idea was simple and left people with a simple question: Can your TV do that?

RESULTS:

Amazon's 2017 holiday sales doubled that of the same period in 2016.

Fire TV moved up to the #2 selling product on Amazon.com during our holiday media flight.

Usage of Alexa skills went up 889% on Fire TV devices.

The success of the holiday effort led to a campaign extension with additional spots in the US in 2018 and adaptation for global use.