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Capitol Record Group: Mamma Mia 2 Finish the Lyric Alexa Game

Finish the Lyric Game, the first game-based Alexa skill to support a movie soundtrack

Mamma Mia soundtrack with Alexa

OVERVIEW

Capitol Records was looking to engage super fans of the “Mamma Mia!” musical and increase sales of the forthcoming soundtrack. Telescope created a simple to play Alexa Skill that challenged fans to “finish the lyric” from songs on the album. The skill had thousands of downloads and tens of thousands of game plays. The week after the Alexa Skill launched, the soundtrack jumped to the #3 spot on the Billboard charts.

HOW IT WORKED

After the Alexa Skill was installed and started, the game played a 10-second clip of a song and prompted the player to sing the remainder of the lyric. Responses were dynamically processed and Alexa responded saying if your words were correct, then continued to the next clip.

Image of soundtrack with Alexa and prompt to open the skill

KEY FEATURES

Alexa Smart Speaker Application:

  • Alexa skill that had users “Finish the Lyric”

  • To participate users asked Alexa to open Mamma Mia

  • Ability to purchase Soundtrack directly by voice using the skill

RESULTS

  • Thousands of downloads

  • Tens of thousands of game plays

  • Soundtrack jumped to #3 on Billboard charts

  • First game-based Alexa skill to support a movie soundtrack

Image of where to download the skill on Amazon.com and mobile app.

PRODUCTS USED FOR THIS CAMPAIGN