The inimitable New York Times has created not one, but five new Alexa skills.
Now, people can use their smart speaker to access:
> A daily flash briefing read by journalist Michael Barbaro
> Hear about the travels of Sebastian Modak with “52 places to go”
> Get a weekly music roundup from music editor Caryn Ganz
> Get book recommendations from Times book critics
> Play a weekly “New York Times Quiz” testing their knowledge of recent news
Why it’s hot:
It may not feel a massive innovation, but it’s a savvy move for the Times in a world where people are increasingly eschewing websites. No longer is it enough to build destinations, we have to think about how our brands can be present where people need them, when they need them.
The “modern home insurance” brand Hippo recently created “Away Mode”, an Alexa skill that activates one of seven “awkward” conversations when enabled, ostensibly to trick would-be burglars ala Kevin McAllister.
But while it is a real skill, it’s actually designed as advertising to generate awareness for the three-year-old brand.
According to Hippo, “Hippo was looking for a way to engage a broad audience in a conversation about home security and home insurance. We figured it was easier to drive awareness and education through humour“.
Why It’s Hot:
First, it’s another example of “innovation” as advertising. And while stunts are nothing new in advertising, this is the first time a brand has used Alexa as the chosen platform on which to execute one.
But more importantly, it’s a beautiful way to emphasize its point of differentiation. Hippo bills itself generally as an insurance company with a different outlook, as a “tech company” that “leverages Smart Home technology to prevent disasters instead of simply responding to them”, and its insurance “protects smart home appliances and electronics”.