×

Fox Sets ‘24: Legacy’ Alarm With Amazon Alexa, Homepage Pact (EXCLUSIVE)

Fox is bringing the trademark “24” ticking-clock sound effect to Amazon’s voice-activated Echo devices, in a unique promo with the ecommerce giant ahead of the premiere of the franchise’s “24: Legacy” reboot.

Beginning Monday, Jan. 30, Amazon Echo users will be able to select the action-drama franchise’s reverberating “plink-plink” audio mnemonic as a personalized alarm tone for Alexa. “24: Legacy” premieres Feb. 5 immediately after Super Bowl LI on Fox.

On Super Bowl Sunday, “24: Legacy” and the Alexa alarm tie-in will be featured on Amazon’s homepage in the top-center rotating carousel. That also will promote the availability of the show for purchase on Amazon Video, as well as the eight prior seasons of “24” streaming on Amazon Prime Video.

In addition, starting Wednesday, March 1, Fox and Amazon will launch the “24: Legacy Daily Mission,” a series of custom 24-second challenges designed to test users’ mental and physical abilities (like quizzes or jumping jacks). Naturally, there will be 24 daily missions in all, which will be available on all Alexa-enabled devices.

“We sat down and said, ‘What does Amazon have that we’d love to play with?’ We keyed in on Echo,” said Angela Courtin, Fox Broadcasting’s chief marketing officer. “This is one of those great confluences of great media and great technology.”

The broadcaster’s “24: Legacy” Alexa and Amazon homepage promo are extensions of its media buy across different Amazon properties, including IMDb.

The companies’ partnership for the show marks the first time a TV partner has run in the premium slot on the Amazon homepage with an integrated marketing campaign. Fox also is the first advertiser to employ dual Echo/Alexa activations, with the alarm and the daily missions. Fox Broadcasting’s head of media, JuHee Kim, brokered the deal with Amazon.

“Our customers have long been big ’24’ fans,” said Jeremi Gorman, head of North American advertising sales for Amazon Media Group, noting the series’ popularity on Prime Video and IMDb. “We think customers will love waking up to the ’24’ ticking clock Tuesday morning.”

The Amazon promos are just one part of Fox’s tune-in and awareness blitz for the 12-episode series, encompassing linear TV, out-of-home, digital and online video ad buys.

The overarching goals of the marketing campaign, Courtin said, are to remind people about why they loved the original “24” starring Kiefer Sutherland and introduce new hero: Corey Hawkins (“Straight Outta Compton”), who plays a military vet racing to stop a terrorist attack on U.S. soil in the show’s real-time format.

To further exploit the Super Bowl premiere date for “24: Legacy,” Fox is building a Counter Terrorist Unit training center in Houston’s Discovery Green park within the NFL’s Super Bowl Live fan festival. The exhibit, which launches Feb. 2, will let visitors become CTU agents and go on their first “mission” on a Black Hawk helicopter — and will encourage them to share their “24” photos on social media.

“24: Legacy” stars Hawkins alongside Miranda Otto and Jimmy Smits. The series is a production of 20th Century Fox Television and Imagine Television in association with Teakwood Lane Productions. Executive producers are Howard Gordon, Brian Grazer, Evan Katz, Manny Coto, Stephen Hopkins, Robert Cochran, Jon Cassar and Kiefer Sutherland.

Pictured above: Corey Hawkins in “24: Legacy” episode 2

More Digital

  • CBSN New York

    Pluto TV Adds Three Free CBS Interactive Channels Ahead of ViacomCBS Official Deal Close

    As Viacom and CBS near the finish line on consummating their merger, Viacom’s Pluto TV is getting additional live programming from CBS Interactive to plug into its free, ad-supported streaming service. Pluto TV, which Viacom acquired in January, already has offered channels for CBS Interactive’s CBSN national news service and CNET tech-news brand. Starting today, [...]

  • Tencent Music presentation at Shanghai

    Paying Users Push Tencent Music to Greater Q3 Growth

    Tencent Music Entertainment (TME), one of China’s biggest online music entertainment platforms, saw better than expected revenue growth in its third quarter thanks to a rise in paywalls and paying users. Announced on Monday, revenue beat analyst estimates by growing 31% to $910 million (RMB6.51 billion) for the quarter ending Sept. 30, up from RMB4.97 [...]

  • knives Out

    ‘Knives Out’ Tops Studios’ TV Ad Spending

    In this week’s edition of the Variety Movie Commercial Tracker, powered by the always-on TV ad measurement and attribution company iSpot.tv, Lionsgate claims the top spot in spending with “Knives Out.” Ads placed for the drama had an estimated media value of $6.23 million through Sunday for 514 national ad airings on 28 networks. (Spend [...]

  • Disney-Plus-Logo

    Disney Plus Launch Snafus: What Went Wrong?

    For some users, Disney Plus was a Disney Minus on its big launch day Tuesday. In its Nov. 12 debut, the service was beset by multiple problems, including Disney Plus customers being unable to log in to the service, access specific content, or use certain streaming devices — while some who called Disney’s customer service [...]

  • YouTube Taps Shana Tepper as Head

    YouTube Taps Shana Tepper as Head of Entertainment Communications

    YouTube has tapped Shana Tepper as its head of entertainment communications. In her new role, Tepper will lead all press and communications strategies for YouTube Originals series and specials focused on personalities, artists and learning. Tepper joins YouTube from Viacom, where she most recently served as vice president of communications for Comedy Central and Paramount [...]

  • Richard Plepler HBO

    Former HBO Chief Richard Plepler Close to Signing Apple TV Plus Production Pact

    Former HBO chief Richard Plepler is close to signing an exclusive production pact with Apple TV Plus. Apple declined to comment and Plepler could not immediately be reached for comment. It’s understood that Plepler plans to launch a boutique production company designed to focus on a handful of high-profile projects. Among his advisors in pulling [...]

  • Sonos Spotify partnership

    Sonos Speakers Get Free Spotify Streaming

    Sonos owners just got access to another source for free music: The smart speaker maker has struck a deal with Spotify to stream Spotify’s free tier to its users, both companies announced Tuesday. Free Spotify streams are going live on Sonos devices with the latest Sonos software update, which also includes an updated version of [...]

More From Our Brands

Access exclusive content