How Amazon Pulled Off Its Biggest Delivery Ever, a Masterpiece of Buzz Marketing

The Jurassic World tie-in began more than a year ago

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Most marketers who want to generate buzz, especially for a one-time event like a movie premiere, are looking to get the most eyeballs as fast as possible. But Amazon’s mega-delivery stunt for Jurassic World: Fallen Kingdom played a longer game—one that’s still going—and took engagement to a level rarely (if ever) seen with PR-drumming activations.

It began with the box. An Amazon box, specifically the largest in the company’s history. Delivered to Los Angeles (ostensibly from the dino-populated Isla Nublar) on May 29, it was trucked around the city on a flatbed, drawing

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