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Category
Innovation in Social Media
Annual ID
OS_SM18064M
About the Work
In 2017, every city in North America scrambled to answer one simple question - where should Amazon build their new 5 billion dollar headquarters? Kansas City, a modest midwestern city without the resources of its flashy coastal competitors needed to stand out from the pack. They set out to hack the thing Amazon holds most dear – their coveted and highly-protected product review system. The mayor of Kansas City (and an army of copywriters) purchased and wrote exhaustive reviews for 1,000 products from Amazon. But with a twist. Each review became an unexpected opportunity for the mayor to share an interesting stat or fact about his beloved city. The reviews didn’t just stay on Amazon. They spread to social media and quickly became national and international news. All without a single dollar of paid media. This sneaky, slightly ridiculous idea made Kansas City the most well-reviewed city on Amazon.
2018 Awards
Total Points: 2
Merit
Credits
Agency
Barkley / Kansas City
Animator
Carson Catlin
Art Director
Megan Adams
Creative Director
Matt Pruett
Berk Wasserman
Designer
Travis Kramer
Holly Taylor
Director
Anita Strohm
Executive Creative Director
Katy Hornaday
Product Manager
John Hornaday
Lindsey Ingram
Tifany Wrzesinski
Social Media Manager
Bailey Grover
Shannon Scribner
Writer
Alissa Funk
Agency Producer
Lauren Alexander
Melany Esfeld
Tashia Neuhaus
Content Strategist
Chris Cardetti
Jimmy Keown
Howard Laubscher
Creative Team
Jordan Breindel
Joe DeSalvo
Jeremy Gilberto
Jim Howard
Justin Smith
Sly James
Technical Producer
Luke Hurd
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