Excerpt: On voice commerce, naturally currently dominated by Amazon and Alexa, Mindshare recently won a Gold Cannes Lion for hacking Prime Day 2018. It gave away a free box of Honey Nut Cheerios to everyone who spent more than $40 on Amazon Prime Day in 2018. The offer “threaded Amazon’s recommendation algorithm” and set the shopping history of “millions” in cereal to that brand. Voice searches and orders for cereal through Alexa would default on that precise product due to the promotion.
Read the full piece, featuring insights from Mindshare’s Jim Cridlin, in The Drum.