Prime Video and Omnicom Deploy Robocouriers in LA for Eddie Murphy Movie

That is the primary time Amazon has partnered with the robotics platform, and Josh Dubin, head of advertisements, Coco Robotics, stated he labored carefully with Omnicom to assist determine ingenious methods to carry the film’s marketing campaign to life.

“One of many actually distinctive issues about this type of promoting is that you simply’re getting the context of street-level media. You’re getting the context of visibility broad strokes, impressions, and visibility of one thing like a street-level media or billboard,” Dubin stated. “You’re additionally getting the robotic as much as the shopper’s doorstep, so that you’re getting a one-to-one interplay that’s instantly with a buyer.”

The marketing campaign additionally features a customized business that includes the robocouriers in a heist scene from the film. The minute-and-seven-second spot will run throughout social channels and digital platforms all through the marketing campaign forward of the movie’s premiere.

The rollout additionally included an influencer occasion in Las Vegas the place the robocouriers delivered morning smoothies proper to creators’ doorsteps.

Dubin stated one other facet that’s particular about partnering with Coco Robotics is for model companions to trace metrics for every marketing campaign.

Coco Robotics’ important meals supply companions embody DoorDash and Uber. The corporate not too long ago additionally announced a partnership with White Fort in Chicago. Dubin added that the corporate has additionally beforehand labored on campaigns with different leisure corporations like Netflix and Sony, in addition to others within the CPG and meals and beverage classes like Don Julio and Monster.

“One of many issues we’re actually enthusiastic about—which we do for all our campaigns—is now we have a fairly distinctive skill to trace and supply data-driven insights for our purchasers,” Dubin stated. “We use each the business customary for dynamic out-of-home media, which is named StreetMetrics, that creates the broad impression viewing. These robots are producing a whole bunch of 1000’s of impressions in four-week buys for every robotic.”

Whereas Boone stated the principle purpose of the marketing campaign is to get audiences to look at the film, she stated Omnicom desires to set a path that reveals folks they’re repeatedly leaning into new alternatives, applied sciences, and pursuits to depart an enduring impression on clients.

“We need to be a part of the final lexicon,” Boone stated. “Particularly for our staff—rising platforms and partnerships—that’s our complete M.O. What can we create that lives past the marketing campaign?”