The Challenge
Gen Z vitaminwater customers on Amazon actively use Amazon Music for cultural discovery, creating an untapped opportunity to connect product experience with music discovery through culturally relevant moments and artists they authentically connect with. This insight required innovative thinking to bridge physical and digital touchpoints in ways that felt natural rather than forced.
The Solution
Through cross-functional collaboration and early concepting, we designed a first-of-its-kind activation that transformed the vitaminwater bottle into a vessel for unexpected sonic nourishment. By leveraging Amazon's Text Recognition functionality in innovative ways, we extended the brand's 'Nourish Every You' campaign and Lil Nas X collaboration into the audio realm, creating an entirely new category of product-to-playlist experience.
User Flow
The Experience
Working closely with engineering teams, we designed the scanning experience using Amazon's Text Recognition technology to seamlessly unlock exclusive playlists on Amazon Music inspired by the Lil Nas X campaign. Through strategic creative collaboration, each playlist was thoughtfully curated to reflect different zero sugar flavors—including 'xxx' and all-new flavors 'with love' and 'forever you'. This required developing new content frameworks that would deliver the perfect sonic companion to nourish every moment and mood while amplifying the broader brand campaign across multiple touchpoints.
Impact
6x lift in unaided brand awareness with 10.7% higher purchase rates
The activation outperformed Kantar beverage benchmarks across all metrics, generating 286.1MM impressions and reaching 43.6MM customers while driving brand favorability 5.7x higher than industry standards.
AR Tex Rekognition Experience