Voice Purchasing, Voice Notifications, and Film Marketing Tie-In
Project Overview
Led the development and launch of “Jurassic World Revealed,” an interactive audio experience for Amazon Alexa that revolutionized entertainment marketing through voice technology. This innovative project marked the first-ever freemium content release for interactive audio stories on the Alexa platform, setting new standards for interactive storytelling and brand engagement.
Skill Teaser
Jurassic World Revealed
Strategic Innovation
- First-to-Market Achievement: Launched the first paid content interactive audio story on Amazon Alexa
- Platform Integration: Successfully integrated with new Alexa features, including voice purchasing and notification systems
- Multi-Channel Marketing: Coordinated with theatrical release marketing, including a high-profile physical installation at The Grove in Los Angeles
Role Details
- Project Executive Producer & Creative Director
- Partnership & Rights Management Lead
- Production & Technical Implementation Oversight
- Budget & Resource Management
- Marketing Strategy Development
Technical Achievements
- First implementation of freemium content in an Alexa interactive story
- Successful integration of new Alexa platform features
- Seamless voice purchasing implementation
- Innovative use of notification systems for user engagement
Alexa Notifications Prompt
Jurassic World Revealed
Project Leadership
Creative Direction & Production
- Spearheaded creative development from initial pitch through final delivery
- Managed SAG production with professional voice talent in Los Angeles
- Oversaw narrative design integrating movie plot elements with original interactive storyline
- Created compelling dual-protagonist structure featuring player as podcast producer alongside host Janet Best
Technical Implementation
- Leveraged Earplay platform for robust interactive audio delivery
- Implemented pioneering voice commerce integration
- Developed phased content release strategy with free and premium tiers
- Integrated first-of-its-kind Alexa notification system
Business Development & Partnership Management
- Negotiated rights and partnership agreements with Universal Pictures
- Coordinated IP approvals process for all content and marketing materials
- Planned cross-promotional activities with theatrical release
- Oversaw budget and resource allocation across all project phases
Marketing Innovation
Launch Strategy
- Phase 1: Teaser Campaign
- Coordinated with physical marketing installation at The Grove
- Implemented “What’s inside the box?” voice trigger
- Created immersive teaser experience with escalating dinosaur encounter
- Utilized Alexa’s notification system for user re-engagement
What's in the Box Teaser Audio
Jurassic World Revealed
- Phase 2: Full Release
- Synchronized with theatrical release
- Launched promotional video trailer
- Implemented tiered content strategy (free Chapter 1 with premium chapters)
- Leveraged notification system for user retention
Project Impact & Recognition
Metrics & Reach
- Launch day engagement exceeded 100,000 users
- Marketing campaign reached over 2.5 million subscribers through Jurassic World’s YouTube channel
- Successfully implemented first-ever premium content model on Alexa platform
Industry Recognition
- Helped establish Universal as a Top 20 Brand Leader in Voice (Voicebot, 2019)
- Finalist for Webby Award
- Finalist for Voice Summit Award - Best Brand Interaction
- “What’s in the box” named Campaign of the Year by Marketing Dive
- Pioneered new standards for entertainment marketing in voice technology
Business Impact
- Established new benchmark for interactive audio marketing
- Created innovative revenue model for voice-first entertainment
- Demonstrated successful integration of physical and digital marketing
- Advanced the capabilities of voice platform storytelling
Project Execution & Challenges
- Successfully delivered complete experience under tight six week timeline
- Coordinated multiple stakeholders including Universal Pictures, Universal Interactive, Amazon Alexa, and Amazon Delivery
- Managed simultaneous development of technical features and creative content
- Ensured quality and brand consistency under high-pressure theatrical release schedule
Key Learnings & Innovation
- Validated market potential for premium voice-first content
- Proved effectiveness of phased release strategy
- Demonstrated successful coordination between theatrical and digital marketing
- Established framework for future interactive audio marketing campaigns
This project showcased the potential of voice-first entertainment while setting new standards for interactive marketing in the entertainment industry. Through innovative technical implementation and strategic creative direction, we successfully bridged traditional theatrical marketing with cutting-edge digital experiences.