The One Show
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Category
Innovation in Branded Entertainment
Annual ID
OS_BE18125M
About the Work
Using your voice to control Alexa and the Amazon Echo is an experience that's hard to describe. A traditional ad or product demo simply can't capture how magical it is. So we didn’t give people a demo. We locked them inside one. Echo Escape: The world's first escape experience powered by voice. It took the Echo skills that help people every day and wove them into a thrilling CIA story that had players racing the clock to beat the bad guys. Thousands at New York Comic Con lined up for their chance to gain intel, crack codes, control 100+ smart devices, and ultimately save the world and set themselves free— generating content viewed 5MM+ times on social platforms. The experience culminated in a groundbreaking Twitch livestream where 1.5MM online players joined in to control the fate of their favorite gamers, creating double-digit lift in purchase intent.
2018 Awards
Total Points: 2
Merit
Credits
Agency
AKQA / Portland
Internal / In-House Agency
Amazon D1 / Seattle
Production Company
Unit 9 / Los Angeles
Absolute Live / Los Angeles
Media Company
Twitch / San Francisco
Creative Director
Whitney Jenkins
Keri Zierler
Creative Technologist
Mike Schroffel
Designer
Ian Liu
Alice Chiapperini
Patrick Lumb
Director
Izzy Hyams
Michelle Craig
Executive Creative Director
Sean Ohlenkamp
Producer
Mindy Lubert
Erica Monje
Writer
Brad Hall
Agency Producer
Dustin Freeman
Heather Harlow
Digital Artist / Multimedia
Brian Aebi
Creative Team
Riaad Van Der Merwe - Associate Creative Director
Sebastien Arrivault - Strategy Director
Katie Klein - Senior Advertising Program Manager
Alia Burley - Delivery Director
John Martin - Senior Project Manager
Christopher Maddock - Director of Technology
Sunil Mohan - Business Director
Brian Skahan - Managing Director
David Rosenberg - Head of Brand
Hans Weiss - Creative Technology Director
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