The Jurassic World tie-in began more than a year ago


After driving its mysterious shipment around L.A., Amazon held an epic unboxing with the stars of Jurassic World: Fallen Kingdom.


Most marketers who want to generate buzz, especially for a one-time event like a movie premiere, are looking to get the most eyeballs as fast as possible. But Amazon’s mega-delivery stunt for Jurassic World: Fallen Kingdom played a longer game—one that’s still going—and took engagement to a level rarely (if ever) seen with PR-drumming activations.


By David Griner