In-app Education
More and more American consumers are purchasing smart home speakers — almost a third of all households in the US used a smart speaker to make a purchase in Q4 2017. With more people leveraging these devices to make their daily lives easier, it seemed obvious that bringing Hulu commands to smart home devices would be impactful and useful for our viewers. That’s why Hulu announced its first debut voice control capability using Amazon Alexa with Fire TV.
Alexa learned how to use Hulu, but Hulu users needed to learn how to use Alexa....
Part I: Hero Takeover
We needed to take over some space to evangelize Alexa to our users. But even the biggest screens have their limits, so it's up to me to get the message across well within those limits.
I went through quite a few iterations of copy. I mixed & matched headline and body ideas, presented a few options, and got my team's weigh-in.
Ultimately, I decided to start with a straightforward approach highlighting all the things you can do with Alexa on Hulu
Part II: High Emphasis Tile
We also had a high-emphasis tile on which to introduce Alexa. This tile would be entered for more info, so the copy needed to be short and clear but still interesting enough to garner a click-through.
All of Hulu's tile eyebrows started with "For fans of...." and then would populate similar genres, so I started with that as a jumping-off point.
