Our favourite web video of the week is this promo from Amazon, advertising their new service called Amazon Prime Air. This super fast postage option cuts down on turnaround by allowing them to deliver parcels via tiny helicopters. It’s a long story but the short version is that they would use automated quadcopters to deliver five-pound-and-under packages to your door within 30 minutes, as long as you live within 10 miles of an Amazon distribution centre.
Sounds too good to be true? well you’re right! its a PR stunt. Aside from all of the possible mechanical and electrical failure possibilities (causing an autonomous heavy object falling completely uncontrolled from the sky) the real issue here is the sheer cost and logistics of providing such a service.
So why did Amazon do that? I hear you ask, well the answer is free advertising or even better free advertising the night before the biggest e-commerce shopping day of the year – Cyber Monday (the industry’s equivalent of Black Friday). Amazon.com founder Jeff Bezos performed a masterful publicity stunt, when he announced on the U.S television show 60 Minutes that his company wants to start delivering customer purchases via unmanned aircraft. They focused on Amazon’s story for a whole 15 minutes, which is pretty amazing considering a 30-second spot during the 7pm show usually costs just over $100,000.
Anyway what a great video and an ingenious publicity stunt.