Amazon ‘Toy Trending Machines'
Client
AMAZON
The challenge
Transform Amazon’s Top Ten Toys for Christmas program from a product placement campaign into an experiential event with serious reach and engagement.
How we did it
We created the Amazon Trending Machine—a free vending machine loaded with the Top Ten Toys—and we took it on tour to four cities across the UK, popping up in high-traffic areas and in children’s hospitals to surprise and delight children and families. We launched the tour with a creative photo stunt in Southbank featuring British television personality Rachel Riley and her young daughter, Maven. And we extended the reach of the campaign with a paid influencer strategy, focused on unboxing videos featuring the Top Toys.
Results
The campaign secured 420 pieces of coverage—a 757% year-on-year increase in coverage for the program. 94% of coverage referenced all Top Ten Toys and 80% included a spokesperson quote. The influencer campaign had a potential reach of 1.3M and engagement exceeded Amazon's EU benchmarks.