Project
Gen Z vitaminwater customers on Amazon frequently listen to playlists on Amazon Music for cultural discovery. So, we wanted to tap into this so that they could discover vitaminwater.
We expanded the feeling of the brand's 'Nourish Every You' campaign with a first-of-its-kind activation that transformed the vitaminwater bottle into a vessel for unexpected sonic nourishment. Using the Amazon app, customers could scan their vitaminwater zero sugar bottles to unlock sponsored playlists on Amazon Music. Each curated playlist was inspired by different zero sugar flavors—including ‘xxx’ and all-new flavors ‘with love’ and ‘forever you’—and featured the perfect mix of songs to nourish every moment and every mood.

Process
The scanning experience was a new to customer experience from Amazon Advertising, and had an undefined user experience. Working with the development team, I created a user flow to illustrate the potential user experience then collaborated with team members to refeine.

User Flow

High fidelity mockups
The final experience was a first of it's kind for the Brand Innovation Lab and opened the pathway to other campaigns being able to integrate the same technology following a defined user experience based on this work.
AR Tex Rekognition Experience
Results
Brand Impact: +6.1pp lift in brand awareness, 3.6x higher than the Kantar normative benchmark.
Engagement: 286.1MM total impressions, reaching 43.6MM unique customers.
Purchase Behavior: Customers exposed to brand media and commerce campaigns had a 10.7% higher purchase rate than those exposed to search and commerce alone.
Benchmark Performance: The campaign outperformed Kantar's beverage benchmarks across all tested metrics, with brand favorability lift exceeding benchmarks by 5.7x and unaided brand awareness by 6x.
Media Performance: Audio drivers achieved a new-to-brand purchase rate 1.7x higher than benchmark, while DSP drove a CTR 1.6x higher and a DPVR 1.57x higher than benchmark.