In preparation for the release of Jurassic World: Fallen Kingdom, a giant Jeep drove around L.A. with a curious dino-sized box Amazon box that pointed to discounts and interactive experiences for passersby

In order to get audiences ready for the June 7th release of “Jurassic World: Fallen Kingdom,” Amazon helped execute a creative ad strategy that provided an interactive experience for fans using a giant Amazon box (the biggest ever delivered) and AI assistant Alexa.

Last Thursday, a truck drove around the L.A. area carrying a massive and mysterious Amazon box fit for the size of a T-rex complete with air holes and the hashtag #Amazonfindsaway printed on it. The package was addressed to Owen Grady and Claire Dearing, the two lead characters of this latest Jurassic reboot. With the Amazon app, passersby of the vehicle were able to scan the SmileCode on the box’s label addressed to Owen and Claire, and then would be directed to Jurassic Park items and movies at a discounted price.

The second interactive aspect of the campaign involved people prompting Amazon’s AI voice-activated assistant, “Alexa, ask Jurassic World what’s in the box.” The answer brought the audio experience of Jurassic World into the user’s home with various dinosaur roars and dino-adventure sound effects.

Amazon has used the giant-box strategy before—when collaborating with Nissan to sell its Versa Note model, making this tactic a new trend for Amazon when campaigning its products, and providing consumers with a curiosity-piquing, engaging brand activation for both the movie franchise and the online retailer.


Lead image: Jurassic World via Twitter

In order to get audiences ready for the June 7th release of “Jurassic World: Fallen Kingdom,” Amazon helped execute a creative ad strategy that provided an interactive experience for fans using a giant Amazon box (the biggest ever delivered) and AI assistant Alexa.

Last Thursday, a truck drove around the L.A. area carrying a massive and mysterious Amazon box fit for the size of a T-rex complete with air holes and the hashtag #Amazonfindsaway printed on it. The package was addressed to Owen Grady and Claire Dearing, the two lead characters of this latest Jurassic reboot. With the Amazon app, passersby of the vehicle were able to scan the SmileCode on the box’s label addressed to Owen and Claire, and then would be directed to Jurassic Park items and movies at a discounted price.