Voice-Controlled Storytelling: Voice Assistants for a new Type of Brand Interaction

The digital transformation is having a major impact on our everyday lives. How we perceive, use and interact with things is constantly being turned on its head by new technical possibilities. Digital innovations enable an immersive and interactive experience. For communicators, this means a rethink, but at the same time a huge playground of possibilities. While storytelling was previously reserved for creatives, AI is increasingly penetrating this area and is thus significantly shaping our understanding of storytelling. As early as this year, for example, 30 percent of Internet use will be without a screen. So we need to rethink and find new ways of communicating. Voice assistants, such as Siri or Alexa, open up completely new possibilities for brand interaction.

via GIPHY

Voice-First Content: Producing Content specifically for Voice Assistants

In the still relatively short history of intelligent assistants and voice content, Amazon is probably the big first mover. Their devices essentially created this category and the associated service experience. However, companies still rarely take advantage of the countless possibilities offered by smart gadgets. Supply and demand are getting in their own way. For example, Voice First is currently primarily used by users to search for the weather, the nearest supermarket or a reminder for tomorrow’s meeting and is offered by companies. Could there be more? Definitely! Brands should discover this gap for themselves and fill it with suitable, specially created content.

via GIPHY

Voice-enabled chatbots, which can replace the traditional call center, are one way of promoting dialogue between humans and machines. Using a familiar voice, users can get in touch with the brand quickly and effectively, without having to spend hours on hold.  Alexa, Siri and co. make it possible. Thanks to NLP (natural language processing), there is even the possibility of interaction. With the right content, a thorough analysis of inquiries and, to be honest, a bit of spare change, companies can lead their target group into a new era of brand communication.

Amazon itself has already experimented with this technology as part of a competition among US universities. The result? With Socialbots, users can now talk to the voice assistant about films, television, politics and culture. Thanks to AI, the bot actively reacts to topic changes, for example, but also initiates them itself – a very special user experience.

Turning Stories into interactive Experiences with Voice Assistants: LEGO as a Pioneer

Language technologies and storytelling go hand in hand. From Alexa skills that read bedtime stories to branded audiobooks and podcasts, storytelling with the help of voice assistants is one of the most powerful tools to engage people of all ages today. However, simply reading aloud is no longer enough to create a captivating brand experience. LEGO is a brand that starts right here. The Danish toy manufacturer is already known for its innovative ways of inspiring its own target group. In addition to the classic building bricks, for example, there is a whole line-up of Hollywood blockbusters featuring the little yellow play figures. LEGO sets new standards in terms of storytelling and serves as a blueprint for many other brands.

It is therefore hardly surprising that the company is also at the forefront when it comes to the use of voice assistants. In 2018, LEGO developed a skill for Alexa for the DUPLO product line for the US and UK markets that turns playing with the bricks into an interactive storytelling experience. Using any Alexa device, children can choose between five vehicle or five animal stories. Each story is interactive, designed to help little ones learn through play and comes with its own accompanying DUPLO set – marketing par excellence! LEGO DUPLO Stories is one of the first Alexa Skills to combine physical play with interactive audio content. However, the storytelling experience is still not available for the German market two years after its release.

The adult version of this? “My Box of Chocolates” is an Alexa Skill that connects storytellers and listeners with interactive stories. Each chocolate in the box of chocolates represents a story told by a virtual chocolatier. Once this is over, Alexa comes into play and asks a follow-up question based on the story. Depending on the answer, the next chocolate story will follow. The skill is linked to an author platform where independent authors can submit their stories.

Appeal at the End: More Courage for Voice-First Content with that certain Storytelling Extra

Voice assistants are changing the way we listen to our favorite audio content, organize our everyday lives, shop for products and even how we interact. Companies that know how to use this powerful tool can establish an intensive connection with their target group. It is therefore important not only to find your own brand voice in the figurative sense, but also to use it actively and acoustically beyond pure voice commands in order to captivate the target group with voice storytelling through interaction.

via GIPHY