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Inspired by the classic holiday song, “12 Days of Christmas,” the tech company’s marketing display is called “Alexa in a Pear Tree” and is located in New York City’s SoHo neighborhood. The holiday window is user-activated, meaning tourists and shoppers passing by can interact with various parts of the display using just their voice. The features able to be activated by shoppers are meant to highlight Alexa’s skills and new capabilities, such as setting up holiday routines for turning on the lights, playing festive holiday music, looking up recipes for eggnog and other seasonal treats, or even calling Santa.
The unique, seasonal window display features a snow-covered tree with twelve different shopper-activated displays hanging off of its gnarled branches. Each product showcase delivers an interactive experience conveyed through motion, sound and lighting effects. The display puts a spotlight on Amazon's Alexa and other devices like Echo, Fire TV and Kindle while enabling visitors to ask Alexa to turn on various elements of a personalized home experience that features 12 unique routines corresponding to a series of real-life, in-home applications of the smart devices. The in-person marketing experience and promotionally intuitive product activation moments are meant to highlight the ease of use and seamless synchronization the Amazon smart suite of connected home devices offers.
Shoppers visiting New York City who snap a picture of the Amazon window can send the company an email or tag Amazon on Twitter or Instagram using the hashtag #AlexainaPearTree.
Down the street from the SoHo display is an Amazon 4-star store designed to help shoppers discover Amazon products they love. Every product in the 4-star store is rated 4 stars and up by Amazon customers and top sellers, including across devices, consumer electronics, toys, games, books, kitchen, home, and more.
This article originally appeared in the PSFK Report, Leveraging Interactive Marketing Formats – a PSFK Guide for brands and retailers to create strategies for new promotional experiences and user-activated marketing campaigns.