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The Most Well Reviewed City On Amazon

basics
Industry: Public interest & Non-profit
Media:Cyber
Market:United States
Style: Minimalism
credit
Brand:
Agency:
descriptioncnen
Synopsis
SITUATION In a rush to gain Amazon’s attention and attract its second headquarters, cities began making desperate attempts for coverage, including shipping a giant cactus to Amazon or renaming their city after the brand. Despite being on the outside looking in for Amazon HQ2, we knew there was a better way to tout the benefits of a city in a way that Amazon would appreciate and understand. OBJECTIVES Position Kansas City as a great place for businesses to thrive and a wonderful place for people to live in a way that gets positive national attention.
Strategy
Instead of looking to local celebrities to tout the benefits of our city, we asked ourselves what would Amazon do? Using a hacker mindset and the platform they made themselves to leave reviews, we knew we could act less like a civic leader and more like Amazon.
Relevancy
We were able to hack Amazon’s own review platform and bring national and international attention to Kansas City as the tech giant was looking for a new city to build its second headquarters. Without spending a dime in paid media, we garnered over 150 million earned impressions.
Outcome
The campaign quickly generated results across the country and the world – garnering: 1,600 media stories and clips, including all three national morning shows (Good Morning America, Today, CBS This Morning), Positive sentiment scores that had not been seen by any of our brands in the organization, 150 million+ impressions, $2 million+ earned media value. This sneaky, slightly ridiculous idea quickly made Kansas City the most well-reviewed city on Amazon.
Execution
After we purchased all 1,000 items and quietly posted the reviews, we let the community in on the secret. Mayor Sly James, known for social media savviness, kicked off the campaign by teasing a big announcement on Twitter and Facebook. When we revealed the campaign, media took notice and it flooded local airwaves that night. Over the next few days, the Mayor released additional reviews through his social channels, giving news outlets a breadth of reviews to see and additional video content to share. Finally, we asked our community to share the reviews in their own feed, making KC the most well-reviewed city on Amazon.
CampaignDescription
We 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.
awards
Cannes Lions International Festival of Creativity 2018
Bronze PR
Innovative Use of Social Media
Cannes Lions International Festival of Creativity 2018
Bronze PR
Media Relations
The One Show 2018
Merit Social Media
Innovation in Social Media
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