AMAZON - X-FACTOR PRODUCT INTEGRATION  (2018)

Partnerships and Sponsorships
Written By Simone Fortunini

Context: To improve Amazon brand perception, I negotiated and designed a sponsorship package for €600K including 360º product integration with “X Factor”, one of the most popular TV shows in Italy with 1.2MM viewers in 2018.

Challenges: 

  • Product integration should be subtle and not intrusive within the show

  • Most of the activation must be happening real-time and can’t be pre-recorded

  • Every product shown on TV needs to be pre-vetted by Amazon Retail team, to ensure quality and stock availability

  • Every interaction with Alexa need to be fingerprinted by Amazon Echo team to avoid triggering devices of the audience of the show.

 

My Strategic Approach:

  • Design activations to integrate Amazon products and services within the show their benefit in daily life.

  • Closely coordinate with internal and external stakeholders for reality-show live activations.

Execution

  • Amazon Locker: strategically placed inside the house where the contestants live.

  • Echo and Alexa: with specific pre-recorded interactions from the host of the shows.

  • Product browsing and buying: showing web and mobile customer experience.

  • Amazon Music with official playlists of the show.

Results:

Campaign generated uplift in Brand Love metrics, uplift in Echo products Brand Awareness, and helped positioning Amazon as a “cool” brand in Italy.

Simone Fortunini
Previous

AMAZON - “TRUE STORIES” CAMPAIGN (2017)

Next

AMAZON x “VODAFONE"- CO-BRANDED PARTNERSHIP (2018)