Overheard from Alexa: Butterball Pep Talk
All right cooks bring it in.
It's the day we've been waiting for: the big dinner.
I've run this day over 100 times in my head and it always ends the same way: delicious turkey, happy guests and a whole lot of thanks.
Forget the wishbone. You don't need luck. This turkey was made for a cook like you. You hear me?
Now get out there and host like a boss!
Now Gobble on three:
Gobble! Gobble! Gobble!
Smart speakers bring a host of advantages their analog counterparts lack. For one thing, it’s potentially less embarrassing to ask Alexa a question than a real person (or to broadcast it across the Twitterverse). There are no busy signals, hold times or operating hours, and you don’t have to worry what to do with the phone or keyboard when you’re elbow-deep in salmonella.
Mobiquity guided Butterball through the process of building the initial Alexa skill, including determining the logical format of which questions should be asked. The company leveraged Butterball’s infamous turkey information binders, which harken back to the first days of the Talk-Line, as well as the Butterball University training series all Talk-Line experts must complete.
Armed with this information, the Butterball Alexa skill was developed, with the smart assistant able to answer such question as:
- How do I pick a turkey?
- How long will it take to thaw my turkey?
- How do I roast/grill/fry/smoke a turkey?
- How do I carve/baste/brine a turkey?
- How do I know when my turkey is done?
- Where should I put the meat thermometer?
- How do I tell if my turkey has gone bad?
- What should I be thankful for?
While Alexa responds to some questions, others are answered by bona fide Butterball Turkey Talk-Line experts. They also tell jokes, relay trivia, tell stories about their most memorable calls for help, and even deliver rousing pep talks.
Consumers with an Amazon Echo Show can further engage by watching accompanying how-to videos for things like carving a turkey or placing the meat thermometer.
Welch said the company chose the Alexa platform primarily because of the voice assistant’s high consumer adoption rate. “We’re always evaluating where we want to expand and take this, but we've been really pleased with the Amazon Alexa scale that we have so far,” she noted.
Indeed, nearly 73% of U.S. smart speaker owners used an Amazon speaker in 2019, according to eMarkerter. While usage of Google and other virtual assistants are expected to increase, Alexa is still projected to hold a commanding 70% share in 2020.
“As consumers become increasingly comfortable with asking Alexa to answer questions for them versus picking up the phone and calling someone, we wanted to make sure that Butterball was there,” Welch said about the campaign’s motivation. “It’s about making sure that your brand is extended into that consumer touchpoints in a way that makes sense both for the consumer and for your brand.”
Voice technology also opens a new connection to consumers not found through more traditional methods. Beyond offering direct engagement, the types of questions consumers ask provide brands with a window into their behavior and offer an opportunity to build trust.