Amazon: The Magic of Echo

This case study describes how Amazon, the e-commerce retailing giant, used the Super Bowl to advertise its new Amazon Echo product in the United States.

Amazon: The Magic of Echo

Agency: Leo Burnett

Case overview

When Amazon realized that just having another cool, new device in the over-crowded voice-activated technology space wasn't enough to make it sell, they turned to their new Canadian agency partner to help them re-launch Echo.

Not only was did this new campaign have to increase sales of Amazon's latest technology against a glut of new competition, it had to do so by breaking through during the Super Bowl!

The campaign – #BaldwinBowl – didn't just drive above average ad performance during the Super Bowl, the sales increase it generated...

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