#BaldwinBowl: Amazon's first Super Bowl ad

Stephen Whiteside

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.