Amazon Alexa: A Tech-Powered Birthday Celebration

Turning a birthday party into a continent-wide celebration

Client:

Amazon's Alexa

The brief

Alexa, Amazon’s beloved voice assistant, was turning three in Australia and New Zealand. Amazon wanted a campaign that celebrated this milestone in an innovative, engaging way, one that rewarded loyal users while showcasing Alexa’s personality. The celebration needed to be more than just a birthday; it had to reflect Alexa’s intelligence, charm, and tech-forward appeal.

Our curious spark

How do you make a birthday party for a virtual assistant feel personal and interactive? The campaign needed to resonate with existing Alexa users, entice new audiences, and drive engagement, all while embodying the smart, playful essence of Alexa herself.
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Why this campaign matters

This wasn’t just about blowing out candles — it was about blowing up expectations. In a category often dominated by features and functionality, it was time to bring Alexa’s personality to the forefront — transforming a product milestone into a cultural moment.

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Activating curiosity and creativity

We reimagined the traditional birthday celebration through Alexa’s lens, creating Alexa’s Trivia — a bespoke Facebook Messenger experience that turned her birthday into an interactive, tech-driven event. The campaign invited participants to engage with Alexa’s world through a fun trivia challenge, rewarding both Alexa fans and newcomers alike.

We wanted to find a special way to include as many people as possible in Alexa’s birthday celebrations, but we needed a way to whittle down the invitation list. Then it struck us —Alexa’s name is the basis for our party invite.

Australians named Alex, Alexa, or Alexander were invited to take part in an exclusive trivia challenge via a custom-built Messenger app. Participants answered three out of 20 Alexa-themed questions, enhanced with voiceovers and animations.

Eligible participants competed for prizes like Amazon Echo Dots, Audible subscriptions, and Amazon vouchers. Non-Alex users weren’t left out — they received a 15% discount on Alexa devices through a dedicated microsite.

Targeted social ads reached Alex-named Australians and their networks, encouraging participation and viral engagement.
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Our curious crew at work

Every element of Alexa’s birthday celebration was designed to showcase innovation, engagement, and playfulness. By blending technology with creativity, we crafted a campaign that brought Alexa’s personality to life. Through personalised experiences, strategic influencer partnerships, and interactive engagement, we ensured the event resonated with fans while amplifying Alexa’s brand presence.

Proof that curiosity pays off

Engagement milestones

Prizes were claimed within hours of each trivia launch, surpassing key performance indicators.

Participation & awareness

The name-driven trivia mechanic captured attention, driving high levels of interaction.

Extended reach

Influencer content and social media engagement kept the conversation going, ensuring Alexa’s birthday was one to remember.

Lessons in curiosity

By asking, “How can we celebrate a voice assistant’s birthday in a truly Alexa way?”, we turned a simple milestone into an interactive, tech-powered event. This campaign demonstrated how curiosity, creativity, and smart execution could drive meaningful engagement and brand love.

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