• by OMMA Editors , September 12, 2021

MoonPie hoped to lighten the mood during a dreary time by creating a “virtual roommate” that keeps people company, makes them laugh and brings the brand into the home via Alexa-enabled devices. All the user had to do was say, “Alexa, launch MoonPie MoonMate,” for the fun to start. The brand saw 10,000 Alexa Skill activations during the first week, along with three hours of dialogue, 2,500 lines of copy and 150,000 questions asked. And the famed snack brand garnered 200 million earned media impressions.