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2018 One Show - Branded Entertainment

Echo Escape

Agency AKQA / Portland + Amazon D1 / Seattle

Client Amazon
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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.