HOW WE GAVE MILLIONS OF AMERICANS A GLIMPSE OF THEIR TV’S FULL POTENTIAL. 

Fire TV allows you to do much more with your current TV, so we wanted to show people what their TV was capable of with a Fire TV upgrade. Instead of making a series of commercials, we created a suite of demos that showcased the benefits of Fire TV, on the viewers very-own screen.

We used content from the same shows, and genres, people were already watching, to showcase the UI and capabilities. For example, if you were watching Empire on Fox, in the adbreak you’d see Empire footage (and think the show had started again) before a person offscreen would call up the Fire TV UI and showcase a skill. In the case of our Empire Takeover, a Father by passes a raunchy scene (and awkward moment with his daughter) by using his voice to skip ahead.

For the first time, we were able to give people a direct comparison between watching the shows they love, with their regular TV, and watching with Fire TV - all from the comfort of their own sofa.

Each of the 19 spots concluded with the line “Can Your TV Do That?” inviting the viewer to question their current viewing experience and consider an upgrade to Fire TV.

Results

Amazon's 2017 holiday sales doubled that of the same period in 2016.

Fire TV moved up to the #2 selling product on Amazon.com during our holiday media flight.

Usage of Alexa skills went up 889% on Fire TV devices.

The success of the holiday effort led to a campaign extension with additional spots in the US in 2018 and adaptation for global use.