This is the first time Amazon has partnered with the robotics platform, and Josh Dubin, head of ads, Coco Robotics, said he worked closely with Omnicom to help figure out inventive ways to bring the movie’s campaign to life.
“One of the really unique things about this form of advertising is that you’re getting the context of street-level media. You’re getting the context of visibility broad strokes, impressions, and visibility of something like a street-level media or billboard,” Dubin said. “You’re also getting the robot up to the customer’s doorstep, so you’re getting a one-to-one interaction that’s directly with a customer.”
The campaign also includes a custom commercial featuring the robocouriers in a heist scene from the movie. The minute-and-seven-second spot will run across social channels and digital platforms throughout the campaign ahead of the film’s premiere.
The rollout also included an influencer event in Las Vegas where the robocouriers delivered morning smoothies right to creators’ doorsteps.
Dubin said another aspect that’s special about partnering with Coco Robotics is for brand partners to track metrics for each campaign.
Coco Robotics’ main food delivery partners include DoorDash and Uber. The company recently also announced a partnership with White Castle in Chicago. Dubin added that the company has also previously worked on campaigns with other entertainment companies like Netflix and Sony, as well as others in the CPG and food and beverage categories like Don Julio and Monster.
“One of the things we’re really excited about—which we do for all our campaigns—is we have a pretty unique ability to track and provide data-driven insights for our clients,” Dubin said. “We use both the industry standard for dynamic out-of-home media, which is called StreetMetrics, and Coco’s proprietary reporting, that creates the broad impression viewing. These robots are generating hundreds of thousands of impressions in four-week buys for each robot.”
While Boone said the main goal of the campaign is to get audiences to watch the movie, she said Omnicom wants to set a path that shows people they are continuously leaning into new opportunities, technologies, and interests to leave a lasting impression on customers.
“We want to be part of the general lexicon,” Boone said. “Especially for our team—emerging platforms and partnerships—that is our whole M.O. What can we create that lives beyond the campaign?”