Alexa, open El Reto de Alejandro Sanz

Alexa, open El Reto de Alejandro Sanz (2019)

🎯 Goal and client

With this voice experience, Universal Music Spain’s main goal was to promote the release of Alejandro Sanz’s album #ElDisco. For five weeks, participants tested their knowledge with a weekly quiz of music questions, true or false, or multiple choice with three options. During the campaign, which ran until June 2019, the participants with the most points who shared their email through Alexa permissions entered a prize draw. A phrase, or utterance, was also promoted so people would listen to the album on Alexa.

Once the promotion ended, the quizzes remained available to the public.

💬 Voice interaction

Say “Alexa, abre el reto de Alejandro Sanz” (“open the Alejandro Sanz challenge”) to enter the challenge, where you’ll test your knowledge of the artist and discover details about his new album: #ElDisco. There are rounds of five questions. Can you get them all right?

To open the skill, try: “Alexa, abre el reto de Alejandro Sanz”.
To answer true or false questions, say “Verdadero” or “Falso”.
To answer three-option questions, say the letter “A”, “B” or “C”.
To answer questions about a song title, just say the title you think is right.
To hear the rules, say “Ayuda” (“help”) or “Cómo se juega” (“how do I play”).
To leave the challenge, say “Salir” or “Parar”.

🤖 Channel

Amazon Alexa. A conversational experience for devices without a screen (voice-first) and with a screen.

🌍 Reach: languages and countries.

Available in every country that uses Alexa in Spanish from Spain (es-ES).

💻 Which technologies and libraries did we use?

Amazon Alexa features:

APL to show images on devices with a screen. It was one of the first Alexa skills adapted to the Echo Show 5 in Spain.
Customer Profile API to ask the user for their email.

💎 How did we build this voice app?

We did the strategy and product design for this Alexa campaign. We designed the conversational experience for the quiz questions, including music questions where users have to guess the song after a few seconds of listening. The user-centered design included working on contexts and situations, as well as creating a non-intrusive experience when asking for permission to access their email. We also built the Alexa skill, connecting it to the question and answer data, and ran quality testing and beta tests with users.

🗓 Key dates

04/18/2019: Soft launch. Days spent improving the model that understands users (NLU).
05/07/2019: Official launch. The skill was recommended in Alexa’s “good morning” message, for the anniversary of Alejandro Sanz’s Más tour.
05/24/2019: Featured in the Amazon Alexa newsletter.
05/29/2019: Featured in the promotion of the new Echo Show 5 in Spain.

🔗 More information

In the Spanish Amazon Alexa store, amazon.es.
Echo Show 5 launch press release, Amazon Newsroom (05/29/2019) (in Spanish).