Amazon Alexa, in collaboration with Mars Wrigley, has kicked off the spooky season with a first-of-its-kind interactive experience themed around Halloween and offering hundreds of prizes.
The voice-enabled consumer promotion, available on Alexa-enabled devices, delivers bespoke, interactive, content from Alexa and M&M’s characters, Red and Yellow, voiced by legendary voice artist Billy West, and Oscar-winning actor, JK Simmons, respectively.
The “Alexa, trick or treat” experience was built locally by the Australian Amazon Alexa team in conjunction with Mars Wrigley and is the first time Amazon Alexa in Australia has integrated a retail brand into native editorial for seasonally themed content and prize giveaways.
The interactive promotion is activated on Alexa-enabled devices by saying “Alexa, trick or treat”, followed by a series of responses allowing Australians to experience something different each time they play – either a ‘trick’ or a ‘treat’.
A trick may be a prank voiced by Alexa, Red and Yellow; a treat may be a frightful pun or the chance to win one of hundreds of $5 discounts on M&M’s party buckets on the Amazon Australia website.
All Australians who interact with Alexa’s ‘Trick or Treat’ experience during the promotion will also have the chance to win the major prize, including M&M’s confectionary and a smart home bundle with Echo devices, Ring doorbell with limited-edition Halloween Holiday faceplate, smart bulbs, and a Fire TV Stick (valued at up to $1,500).
Amazon Alexa Australia and New Zealand head of product, Kate Gooden said of the launch, “We know customers love to ask Alexa to trick or treat at this time of year. With this exciting collaboration, we’ve introduced a whole new element of Halloween fun, with M&M’s iconic characters joining Alexa to give away great prizes.
“Both Alexa and the M&M’s have their own unique personalities, and it’s been a lot of fun bringing them together. We hope it’s just as much fun for Australians bringing ‘Trick or Treat’ into their homes and onto their Alexa-enabled devices.”
M&M portfolio director, Richard Weisinger added, “The M&M’S brand has long been about creating fun in an inclusive and innovative way. We’re proud to be working with the Amazon Alexa team on what is an Australian first, that promises to deliver a creative and engaging Halloween experience with both Red and Yellow, some of our iconic M&M’s crew.”
The promotion supports a Halloween brand event on Amazon.com.au, helping customers save on Mars Wrigley products. The experience is available across Amazon Echo devices and via the Alexa app. Mars Wrigley will also be giving away an Amazon Echo Show 8 with Alexa via the M&M’s Facebook and Instagram pages.