It was a big day in Seattle when the CEO of Amazon stepped forward and announced that in addition to the Kindle, they’d now be producing a smartphone. And he’d wanted to build the excitement — creating a buzz — on the day the new Fire Phone was finally unveiled. So the word went out that some carefully-selected customers of Amazon would be invited to the event. Over 60,000 people applied for an invitation — and Amazon chose 300 of them!
Now you can watch the enthusiastic customers in their own home-made videos, which they’d submitted to Amazon to score their invitation. Amazon included three of them at the very beginning of their Fire Phone event — right before Amazon CEO Jeff Bezos took the stage!
“We’ve got folks from the media, we have developers, and especially exciting for me, we have Amazon customers,” Bezos tells the crowd. (Adding “Give yourself a big round…”) But it was a very smart move, because it guaranteed that when the new product was announced, there would be a big and enthusiastic reaction from the crowd. “I know whatever it is that you’re planning is going to be amazing,” one Amazon customer promised in their introductory video, “and I want to be there in person so I can brag to everyone that I was there, day one, and saw this thing in person!”
That was Adam from Florida, who held up his own Kindle…and then his Kindle Fire. But the videos also drove home an important point: that Amazon was focused on customers, and that real people use the devices that Amazon’s been creating. “I know it’s going to be well thought out,” said another Amazon customer named Jason. “I know it’s going to be well-designed, and most importantly, I know it’s going to put me, the customer first!”
Of course, Amazon’s CEO Bezos knew that he’d be competing with the iPhone now — and with all of the legendary product introductions that Steve Jobs used to make. And the problem is these corporate presentations can seem dry, technical, and ultimately very impersonal. So I have to applaud Amazon for trying to change the tone, and make their event feel more spontaneous, like a gathering of excited people.
“I was born in Seattle,” Jason remembered in his video. “I’ve been here all my life, and it’s been a lot of fun watching Amazon kind of grow and kind of take the world by storm. And I would love nothing more to go to this unveiling…”
“I know the product is going to be awesome!”