Why Amazon Took Over Times Square

Amazon has unveiled a billboard compete with a 79-foot-tall 3D replica of its Echo speaker in Times Square as part of a campaign to promote awareness for Amazon Music — and and subtly encourage users of its Alexa intelligent assistant to use more integrated Amazon services.

In addition to the 79-foot Echo — the largest installation by an advertiser in Times Square — the billboard reads, “Alexa, play the song that goes… ‘love is all you need.” Per Amazon, “our goal is to increase awareness for Amazon Music,” Josh Fein, head of partner and brand marketing for Amazon Music told AdWeek. “To highlight one of our unique and innovative Alexa voice features, the lyrics search functionality, we chose iconic lyrics that promoted positivity and togetherness through the power of music.”

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