Amazon

The Magic of Echo

To prove the value of the Amazon Echo, the brand tapped the man who seemingly has it all — Alec Baldwin — as he planned his Super Bowl party. Leo Burnett mapped consumer behavior around Super Bowl events using data from Google, social media networks and ESPN, before sectioning the campaign into three chapters: pre-game, game day and post-game.

The campaign launched online before the big game, with a video showing how the device could help with planning. Three TV spots aired during and after the game, and a post-spot followed. Echo saw a double-digit percentage sales increase after the spots aired, capturing 26% market share in online speaker sales in 2016.