Amazon - “Hey, Shaq”

How do you get people to use their Alexa more? Make them stop saying “Hey, Alexa” altogether… and start saying “Hey, Shaq.”

So we replaced her voice with everyone’s favorite 7ft NBA legend Shaquille O’Neal. Then wrote and recorded custom raps, jokes, weather reports, roasts, and bazillions of other family-friendly responses, as well as added special easter eggs and interactions for fans to discover. Then we teased out the integration across social to encourage people to explore and find every last Shaq surprise.

Case in point: an Alexa vs Shaq rap battle. Since Alexa’s personality is friendly and approachable, we didn’t put her and Shaq in a rap battle full of boasts and insults. In fact, we did exactly the opposite. And we had so much fun with that rap, we decided to do another one based on Shaq’s favorite meal — his mom’s Shaq n Cheese.

Below are a few bars featured on the Amazon Alexa TikTok. 1.8MM views, 150K likes, 1 recipe for cheesy goodness.