Marketing Week (03 Apr 2018)
Amazon signs up as new sponsor of The Great British Bake Off
AMAZON is the newest sponsor of CHANNEL 4 show The Great British Bake Off, bought from the BBC for £75m in 2016. The deal includes sponsorship of the ninth series, which airs later this year, and multiple spin-off series, including Bake Off: An Extra Slice and Bake Off: The Professionals. Amazon will promote its Echo speakers and Alexa voice-activated products. The deal was brokered by INITIATIVE's dedicated Amazon team Rufus, and Channel 4's in-house sales team.
Campaign (05 Feb 2018)
Amazon "Alexa loses her voice" by Lucky Generals
AMAZON's new campaign shows what happens when smart-home device Alexa loses her voice and is replaced by celebrities. Gordon Ramsey shouts and swears at someone asking for a recipe for a grilled cheese sandwich, and Rebel Wilson misses the mark when asked to 'set the mood' for a party. The campaign is the first by LUCKY GENERALS to be shown at the Super Bowl. Media was handled by INITIATIVE.
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