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

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

After driving its mysterious shipment around L.A., Amazon held an epic unboxing with the stars of Jurassic World: Fallen Kingdom. (Photo: Alex J. BerlinerABImages) Alex Berliner/AB Images, courtesy of Amazon

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.

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@griner david.griner@adweek.com David Griner is Adweek's international editor and host of the Adweek podcast, "Yeah, That's Probably an Ad."