Redefining immersive advertising.
The Amazon Kindle Fire provides customers a unique fullscreen brand experience directly from the tablet wake screen. But these beautiful static solutions were just the start. For under the surface of this dynamic tablet device was the potential for an even more engaging advertising program.
Kindle Fire Custom Landing Program
A uniquely engaging advertising experience.
Amazon’s Kindle with Special Offers (KSO) program offers a unique engagement platform for advertisers, and immersive brand experience for customers. The basic solution is a beautiful fullscreen advertisement that appears on the wake screen when the device is turned on, and resolves to an Amazon product landing page once the call-to-action button is tapped.
However, this static offering was just the start to the unique advertising opportunities available on the Kindle Fire. As the device and ad platform continued to evolve so did the engagement solutions, culminating in a new Kindle advertising program following the launch of the Kindle Fire HD in late 2012. One which would provide customers an even more engaging brand experience.
Custom Landing Pages
Offering customers a deeper look into featured brands.
Following the success of the KSO advertising program, a more engaging ad experiences was developed. These custom landing page solutions offered customers a deeper look into the brands and products featured on the Kindle Fire wake screen, with immersive functionality and rich media content.
Displayed in a specialized webview, these unique ad experiences appeared when a customer engaged with the wake screen ad, resolving to a custom landing page designed and built by Amazon’s Advertising Design and User Experience team. Supported experiences ranged from basic single page solutions to fully customizable, rich-media microsites custom created for Kindle Fire; offering immersive, value-based brand engagement for customers.
Expanded Kindle Fire Ad Framework
Defining patterns and requirements for scaled engagement.
Over the span of a year, a collection of extensible patterns and components were designed and developed in order to support the growing demand by advertisers. The challenge was to create scalable brand solutions that were both beautiful and relevant without being distracting or disruptive to the customer's Kindle Fire experience.
This led to the creation of several interactive landing page templates, each with clearly defined benefits and capabilities that met the needs of this rapidly expanding program. The result was a collection of simple, highly-engaging rich media experiences that allowed advertisers to deliver customized product stories packed with possibilities.
Under Armour Infrared
Product Hotspot
Infrared, part of Under Armour’s innovative ColdGear line, uses a bonded, wind-resistant construction with UA Storm & Scent Control technologies for optimal dryness and freshness during prolonged outdoor activity. Then it holds heat, re-circulating around your body, so you warm up faster and stay that way longer throughout the duration of your workout.
Under Armour chose the Amazon Kindle Fire to help launch Infrared to help customers understand what made this innovative product line so special. The wake screen featuring Tom Brady linked to a landing page experience with interactive hotspots, allowing users to explore the technology and shop some of their more popular ColdGear Infrared running products.
Breville Fountain Juicers
Product Slideshow
It’s a point of fact, juicing is trending. Not the Roger Clemens type of juicing either. No, it’s actually closer to Gallagher. Recent claims have promised that drinking fresh-pressed juices can boost immunity, prevent cancer and promote weight loss. And, of course there’s the cleansing factor of consuming fresh, raw organic juice. Fruit is largely composed of water after all, but the true selling point is its nutritional value.
Breville’s patented juicing system extracts more nutrients than other similar products. The iconic Australian small appliance company is the category leader for juicers. However, in the US, the juicer audience is extremely niche. In order to increase product & brand awareness during the holiday season, Breville launched an immersive digital campaign on the Kindle Fire—Give the Fountain of Juice this Holiday.
The experience included beautiful product imagery and customer reviews on the Kindle Fire wake screen, resolving to a product slideshow that allowed customers to explore and shop the various Breville Juice Fountain models.
Microsoft Xbox One
Multimedia Product Slideshow
In late 2013, Microsoft launched their latest gaming console—the Xbox One. Marketed as an "all-in-one entertainment system”, the console could play Blu-ray Discs as well as stream digital videos, and overlay live television programming from an existing cable set-top box. But first and foremost, the Xbox One remained a powerful gaming device, launching with several exclusive titles.
Leveraging the Multimedia Slideshow experience on Kindle Fire, Microsoft could showcase their device while also featuring several of the newly released games. This highly-interactive landing page solution provided customers the ability to swipe through multiple game titles, with large beautiful images that include hotspots for feature/game-play callouts, and included a video thumbnail to play trailer videos for each game.
