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Echo Escape

Echo Escape | amazon | AKQA
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basics
Industry: Internet sites & Services
Media:Ambient & Interactive
Market:United States
Style: Minimalism
descriptioncnen
EntrySummary
Our objective was to build on Echo and Alexa’s traditional awareness campaigns with an innovative idea that would allow potential customers to experience the magical feeling of voice control for themselves. This gave us the opportunity to completely rethink the product demonstration. It also allowed us to focus in on a smaller audience—tech-savvy millennials—and create a branded experience that gave them the chance to not only become acquainted with our product, but become the hero of a story. New York Comic Con was the perfect place to reach this audience and launch this experience that wove together technology and entertainment into a larger than life narrative that demonstrated real-life utility.
BriefExplanation
Echo Escape was a fully immersive, voice-controlled experience that took place in a 5-room, 1,200 square foot house filled with Echo devices (Amazon Echo, Echo Dot, and Echo Show), and 100+ pieces of Alexa-enabled technology including smart lights, locks, fans, blinds, sound systems, sensors and cameras. Launched at the largest pop culture event in the country, New York Comic Con (NYCC), Echo Escape was repeatedly named the fan favorite, with more than 5000 NYCC guests lining up to play over the 4-day event. Success required the flawless fusion of a technical crew, live performers, and Echo devices. The experience culminated in a live Twitch broadcast featuring three of the biggest online gamers on Twitch and attracted 1.5MM online players. Each gamer and their team competed head to head while the internet played along, using Amazon’s Alexa to help or hinder their favorite gamers.
credit
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist Entertainment
Use of Emerging Tech for Games
Cannes Lions International Festival of Creativity 2018
Shortlist Media
Channels > Use of Ambient Media: Large Scale
Cannes Lions International Festival of Creativity 2018
Shortlist Outdoor
Ambient > Interactive Experiences
Cannes Lions International Festival of Creativity 2018
Shortlist Outdoor
Ambient > Immersive Experiences
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