Amazon is rumored to be mulling a purchase of Slack, the fast-growing corporate chat platform. A deal could give Slack a valuation of $9 billion, according to a report from Bloomberg.
Slack now has 5 million daily users, including more than 1 million paying users.As of last year, Slack claimed 77 Fortune 100 companies among its clients.
It’s easy to see why Amazon would want to add a popular corporate communications tool to its suite of offerings to Amazon Web Services customers. But the more intriguing explanation of Amazon’s interest has to do with one of the company’s even bolder visions of the future.
Amazon is one of the major players in the fight for dominance in the realm of voice-activated artificial intelligence. As of January, Amazon had sold more than 11 million of its Echo home device, according to a report by the investment banker Morgan Stanley. Lex, the conversation interface that powers the Echo, already has a Slack integration.
Acquiring Slack could position Amazon for shaping the way workers use voice-activated technology at a time when Slack is already considered a possible email slayer. Just think of what bringing all that work data to the Echo’s capabilities would mean for the worker—and the further blurring of any remaining line between work and home.
Knowing that videos tend to run the risk of being skipped, Snickers developed a way to keep viewers engaged by developing video game videos.
In line with their “You’re not you when you are hungry” campaign platform, the first features a school-bus driver whose hunger has turned him into a WWE wrestler with incessant road rage. In the second, a hungry tennis umpire has transformed into a whining rockstar.
In both scenarios, a series of Snickers bars float across the screen towards the character’s outstretched hand, but the viewers must click the pause button at the correct moment to help the characters grab them.
If they’re successful, the WWE wrestler calms down into a bus driver, and the musician morphs back into an umpire. If not, they’ve got nine more tries to get it right.
Why It’s Hot:
Smart and entertaining way to engage viewers when consuming video
It’s another example of how platforms, such as YouTube, are flexing to service creative ideas led by agencies
Shows the growing trend of choosing to develop platform-digital-specific work rather than “copy and paste” TV commercials, which generally don’t perform as well