Amazon x Ad Council - Sound it Out
Ad Council came to Amazon for help figuring out how to extend their Sound it Out campaign to a broader audience. The campaign focuses on finding ways to get parents and teens talking about mental health, using music as a bridge.
I came up with the idea to link the campaign, parents, and teens all through a first-ever integration using Alexa and Amazon Music.
The integration with Amazon Music and Alexa worked like this:
Ask Amazon Alexa to play a song.
Tell Alexa to share that song.
Amazon Music share allows you to send it to your kid.
We promoted the campaign and created playists within the app, so that listeners would be aware of the initiative, and also worked with the Music team to build functionality that let listeners create and share playlists that would become a record of their musical “conversation”.
We also created a website and long-form video to build the emotional basis for the how, why, and where parents and kids could find the words to share how they feel with each other.
The campaign generated a huge amount of buzz, and organic press coverage helped us spread the word about the importance of mental health conversations between parents and their kids.
