#BaldwinBowl: Amazon's first Super Bowl ad
Amazon made its Super Bowl debut during this year's NFL season closer with an ad featuring actor Alec Baldwin, legendary quarter back Dan Marino, its voice-activated Echo speaker and a "snack stadium".
But just as the company's operations span a diverse range of interests – from consumer electronics to streaming music and video – so its "#BaldwinBowl" program aimed to achieve multiple goals beyond this sprinkling of star-driven engagement.
"The important thing to us was: how do we move from this idea of being a functional brand to being an emotional brand? And how do we do it with a category that people are not familiar with?" Andy Donkin, Amazon's Head/Worldwide Brand and Mass Marketing, told delegates at VentureBeat's Marketing.FWD conference in New York City.