I like to describe Branded Experiences with Alexa (BEAs) as “the brand journey and friends we made along the way.” While there generally is an end goal, this ad medium shines best as an interactive, mid-funnel, exploratory option. You already know the brand, here’s why you should love it.
Many times, brands would come to us with little knowledge of the how BEAs work. As the sole copywriter on many of these projects, everything from concepting, user flow layout (I got really good at Figma), client meetings and even creative direction for designers fell on me.
I’ve made more BEAs than I can keep track of. What I appreciate most is how practical and cost-effective they are. A lot of the concepting and scripting for these projects required me to do a lot of the research on my own and figure out how to do things without a budget.
These are some of my favorites.
Jersey Mike’s Starting Lineup
Challenge
Jersey Mike’s wanted to raise sub sandwich awareness in connection to the fall football season. They wanted a Branded Experience with Alexa that connected these two topics while also emphasizing a lighthearted and playful nature.
Solution
Anthropomorphize the sandwich offerings as the starting lineup for the fall season. Borrowing language commonly reserved for sports players, we were able to make the connection between turkey provolone subs and the rookie of the year. This is probably my favorite BEA I’ve made because how absolutely wacky the concept is and how many jokes I was able to sneak in, while staying on brief. I think Mike did improv!
Coke Y3000
Challenge
Coca-Cola was launching a new limited-edition flavor targeted towards Gen-Z. The flavor was created with the help of AI. The marketing strategy around it was to drive listeners to a microsite where they could see a future version of themselves. The main challenge figuring out how a Branded Experience with Alexa could fit into this when the main focus of the campaign was the microsite.
Solution
Similar to the queue exhibits at Disneyland, the best way to magnify and build anticipation before a big ride was the prime listeners. We created a BEA where listeners were “preparing to see their future selves” though emotional experiences. Frugal and a little risky, I second guessed myself self when we sent it over for review. I was pleasantly surprised when it basically hit the nail on the head, and there were no revisions. Envision…the future!
Nature Valley: Which Camp?
Challenge
Everyone knows Nature Valley granola bars. They are THE default brand of granola bars. However, many people aren’t aware of the sheer variety of favors and offerings available. Nature Valley wanted an interactive experience that emphasized its connection to the outdoors while also educating listeners about it’s new savory line.
Solution
We created an experience where listeners were literally placed in the fabled “Nature Valley” and needed to make a series of decisions in order to get to a campsite (aka flavor.) By reframing taste preferences as hiking questions, we playfully shined a light (headlamp?) on Nature Valley’s connection to the outdoors and it’s variety of offerings.
DoorDash Dinner Decider
Challenge
Choosing which takeout option to go with can lead to analysis paralysis. What’s a working person to do when confronted with a plethora is tasty decisions? DoorDash came to us asking for a way to minimize decision fatigue while also emphasizing the platform.
Solution
The DoorDash Diner Decider BEA asked listeners a series of questions about their dinner preferences. Are you craving something light or rich? Vegetarian or meaty? Spicy or low-key? At the end of the BEA users were given a dinner recommendation and a link to download the DoorDash app.
Logistically, this was a super fun challenge. I had to research and describe foods that fit each possible result. Moreover, the food options had to be generally available for delivery across most of the US. And on a personal note, I’m a big believer in multiculturalism, so I sprinkled in a little bit of education in there too just in case listeners didn’t know what gỏi cuốn were.
Creative Directors: Justin Feinstein & Lauren Tree
