Amazon Constructed a 79-Foot Echo, the Largest Installation by an Advertiser in Times Square

There’s a new giant structure in Times Square, but it has nothing to do with office space or condos. The 79-foot (or seven story tall) structure is an Amazon Echo of sorts—it’s attached to a billboard as part of the company’s new campaign touting the streaming capabilities of Amazon Music.

The massive effort, which is essentially a model of the Amazon Echo, isn’t interactive, but does have LED lights to make it look functional. The build also breaks Pepsi’s record set in the 1940s for the largest ad build in Times Square, according to the company’s agency partners Outfront, Rapport and Traction 3D.

“Our goal is to increase awareness for Amazon Music,” said Josh Fein, head of partner and brand marketing for Amazon Music. “To highlight one of our unique and innovative Alexa voice features, the lyrics search functionality, we chose iconic lyrics that promoted positivity and togetherness through the power of music.”

Added Fein: “One of our inspirations for the campaign was John Lennon and Yoko Ono’s billboards in Times Square featuring lyrics from their new song, ‘Happy Xmas (War is Over).’ Their campaign amplified the fact that music lyrics can speak volumes, and that the right song, at the right moment, can connect with large groups of people.”

“While our ‘Music Unites’ campaign is in 15 cities across the U.S., U.K., and Germany, we knew that Times Square had to be a centerpiece. We’re excited to have the largest advertising installation in one of the most widely recognized places in the world.”

The billboard Echo has a 22-foot circumference and weighs more than seven tons. It will be in Times Square until June 25.

“Amazon Music’s gigantic deployment is a key example of the creative possibilities out-of-home offers brands,” said Jodi Senese, Outfront Media’s evp and chief marketing officer, in a statement. “Times Square remains one of the most prominent advertising hubs in the world and brands continue to leverage the high visibility space here and large audiences; our historic work with Amazon and Rapport today marks a new chapter in the playbook.”

Kristina Monllos

@KristinaMonllos

Kristina Monllos is a senior editor for Adweek.