Snacking plays an integral role in the Super Bowl experience. According to our customers, when the game is on and emotions are high, few things are worse than running out of your favorite crunch-time snack. They wanted a way to replenish their snacks without missing a snap. The introduction of Prime Now voice shopping meant customers only had to utter "Alexa, order Doritos"
We had 2 weeks to develop an insights-driven, co-branded campaign including 2 Super Bowl spots, an Amazon homepage takeover, and a landing page while navigating approvals from endless stakeholders. With high stakes and limited time, knowing how to navigate Amazon's policy compliance proved crucial.
With an in-game TV spot about a Doritos snacking crisis, we drove awareness of the Alexa ordering experience, still new at the time. The landing page set the 2nd video live at game’s end, and the next day, the gateway takeover launched to support the partnership.