Amazon Is Driving Around a Jurassic-Sized Box, and You Can Ask Alexa What’s Inside

The shipment has been grabbing attention around L.A.

"Alexa, ask Jurassic World what's inside the box." Amazon Prime via Twitter
Headshot of David Griner

The last time we noticed Amazon driving around a giant box, the mysterious delivery turned out to be a Nissan Versa. But this time, perhaps it’s something a bit more … carnivorous?

In what appears to be a triple-branded stunt promoting Jurassic World: Fallen Kingdom, Amazon and the Jeep Wrangler, a massive box seen being driven across Los Angeles today features air holes and the hashtag #AmazonFindsAWay (a reference, of course, to Jeff Goldblum’s classic insight on dinosaur reproduction from the franchise’s original film).

The best part of the activation is the shipping label, made out to Jurassic World protagonists Owen Grady (Chris Pratt) and Claire Dearing (Bryce Dallas Howard). Maybe they gave up trying to bring their dinosaur on the plane with them and decided to ship it?

The label includes two interactive elements for passers-by to try out: You can scan the SmileCode via Amazon’s smartphone app—which activates a landing page with discounted prices to buy Jurassic Park movies and shows the video below.

You’re also encouraged to ask the question that many in L.A. were wondering today: What’s in the box? Specifically, Amazon’s guidance is, “Alexa, ask Jurassic World what’s in the box?”

You’ll be rewarded with a multi-part interactive experience, complete with all the requisite screeching, roaring and rending noises you’ve come to expect from all things Jurassic.

For more photos of the stunt, check out these tweets from the brands and observers alike:


@griner David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."