Robocouriers are taking on the streets of Los Angeles.
Prime Video and its media company of document, Omnicom Media Group, have now partnered with autonomous supply service Coco Robotics on a marketing campaign to advertise the streaming platform’s new heist comedy movie, The Pickup, starring Eddie Murphy, Pete Davidson, and Keke Palmer.
The movie, which premieres globally Aug. 6 on Prime Video, facilities round two armored truck drivers performed by Murphy and Davidson who get ambushed by a bunch of criminals throughout a routine money pickup.
As a part of the monthlong marketing campaign, which launched on July 21, Coco Robotics turned its robocouriers into immersive model activations and wrapped a whole lot of them in Prime Video and The Pickup branding. The couriers, that are impressed by the film’s armored cash vans, deploy throughout the streets of Los Angeles and even recite strains from the film at supply.
In response to the businesses, the collaboration goals to innovate in out-of-home promoting by merging leisure, media, and expertise.
Elizabeth Boone, senior affiliate of content material and rising media, Omnicom Media Group, mentioned whereas she wished to give you a enjoyable and cute thought for the film’s marketing campaign, she additionally wished to verify they have been staying updated with expertise traits, particularly as autonomous automobiles change into extra distinguished.
“After we have been enthusiastic about it, we felt like this was step one in realizing the chance between media and leisure, and its reference to autonomous automobiles,” Boone informed ADWEEK. “So far as the film goes, we felt like this was a very good strategy to carry the world of The Pickup into our actual world.”
Boone added that they didn’t need to simply create a typical billboard, however reasonably one thing that aligned with the film’s plot and theme.
“It has that physicality of an armored truck to carry us into the world,” Boone mentioned. “Then there’s the proprietary expertise the robots use to assist navigate the busy streets. There’s nonetheless this factor of shock the place shoppers don’t know if that is an advert that they’re seeing, however it’s one thing that may affect them in a optimistic means and create a optimistic affiliation with each the expertise and the promoting they’re seeing.”
That is the primary time Amazon has partnered with the robotics platform, and Josh Rubin, head of advertisements, Coco Robotics, mentioned he labored carefully with Omnicom to assist work out 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,” Rubin mentioned. “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 immediately with a buyer.”
The marketing campaign additionally features a customized industrial 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.
Rubin mentioned one other facet that’s particular about partnering with Coco Robotics is for model companions to trace metrics for every marketing campaign.
Coco Robotics’ major meals supply companions embody DoorDash and Uber. The corporate just lately additionally introduced a partnership with White Fort in Chicago. Rubin added that the corporate has additionally beforehand labored on campaigns with different leisure firms 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 we have now a fairly distinctive skill to trace and supply data-driven insights for our shoppers,” Rubin mentioned. “We use each the trade customary for dynamic out-of-home media, which known as road metrics, that creates the broad impression viewing. These robots are producing a whole lot of 1000’s of impressions in four-week buys for every robotic.”
Whereas Boone mentioned the principle objective of the marketing campaign is to get audiences to look at the film, she mentioned Omnicom desires to set a path that reveals individuals they’re repeatedly leaning into new alternatives, applied sciences, and pursuits to go away a long-lasting impression on prospects.
“We need to be a part of the overall lexicon,” Boone mentioned. “Particularly for our group—rising platforms and partnerships—that’s our entire M.O. What can we create that lives past the marketing campaign?”
