The ad will showcase Echo and Alexa, the device and digital assistant that can respond to voice control and perform acts like reading out a recipe or re-purchasing an item on Amazon. Featuring Alec Baldwin and Dan Marino, the preview clip below shows Alexa and Echo helping the two stars plan their Super Bowl party. In response to a query from Baldwin, Alexa explains what a snack stadium is: "A stadium built entirely of snacks."
Deciding to release a Super Bowl ad centering around Alexa and Echo shows just how much of a priority the new device is for Amazon. A 30-second ad during the Super Bowl can cost as much as $5 million. Spending that much specifically on Echo sends a message loud and clear.
Since the company first announced Echo in November 2014, the company has continued to add new features such as the ability for Prime members to re-purchase items on Amazon and new integrations with companies like Ford (F) - Get Report .
Promoting the device out there to Super Bowl viewers around the country shows that the marketing push for the device is heating up.
"Echo has had an amazing reception from customers over the past year--they love it," said Neil Lindsay, VP of Amazon Devices. "We thought the Super Bowl was a great chance to tell even more people about what Echo and Alexa can do, and have some fun while doing it."
Consumers gathering around TVs in living rooms to watch the Super Bowl are the perfect audience for Amazon's Echo marketing push.
"What's the best time to try to take living room share, which is clearly a push for Amazon? Probably when the majority of Americans are sitting in their living room," said Benchmark analyst Daniel Kurnos. "If they can tie everything together with the Echo, consumers will be able to order everything they need directly from Amazon to their door without ever having to leave the couch, all while watching whatever they're streaming via Prime."
As Kurnos puts it, consumers will be more likely to order more items from Amazon if they are constantly using an Amazon-branded device to perform actions such as turning on their music or checking their gas mileage.
"[It's] all meant to get as much of your wallet as possible and utilize their systems for purchasing, which in turn, yields a wealth of data and purchasing habits, which has further value," he said.