Amazon Ads turns Hellmann's buzzy Big Game ad into a karaoke experience on Fire TV

Amazon Ads Brand Innovation Lab has launched "Mayo for a Melody," an interactive karaoke experience that transforms Hellmann's Big Game ad into an extended engagement campaign on Fire TV. The experience, which ends February 28, invites viewers to sing Hellmann's "Sweet Sandwich Time"—the brand's take on the classic "Sweet Caroline" anthem—and unlock instant discounts on Hellmann's products.

The campaign represents a new approach to extending Big Game storytelling beyond a single broadcast moment. Rather than letting viral buzz fade after the final whistle, Brand Innovation Lab created a bespoke experience that invites viewers to sing along with Hellmann’s twist on the iconic song.

Consumers are invited to sing along with Hellmann's Big Game ad

"When Hellmann's created 'Sweet Sandwich Time,' they knew they had something catchy," said Lauren Anderson, US Head of Amazon Ads Brand Innovation Lab. "Our job was to ask: what if that song didn't just entertain people during the Big Game—what if it became an experience they could participate in for weeks afterward? ‘Mayo for a Melody’ transforms a single performance into customer participation, and participation into preference."

The experience leverages Fire TV—the biggest screen in the home—to create an interactive karaoke stage. Brand Innovation Lab designed custom karaoke room-inspired visuals specifically for Fire TV and Amazon.com, complete with interactive sing-along functionality and an instant reward mechanism. Every participant receives a discount on Hellmann's products, creating a low-barrier experience that requires no special talent—just engagement from the comfort of the couch.

Consumers who sing along are rewarded with a discount on Hellmann's products

Customers around the world have purchased over 300 million Fire TV devices, including streaming media players; TVs made by partners like Hisense, Panasonic, TCL, and Xiaomi; and Amazon TVs like the latest Fire TV 2-Series, 4-Series, and Omni QLED Series. The multi-device experience spans Alexa and Amazon.com, as well as Fire TV, helping to engage customers wherever they spend their time.

"Meal Diamond helped us deliver unexpected entertainment during the Super Bowl, but we didn't want that moment to end after the game. By working with Amazon Ads, we've built a campaign that lets everyone become a performer with a first-of-its-kind interactive karaoke experience," said Jessica Grigoriou, Senior Vice President of Marketing, Condiments, Unilever North America.

The campaign demonstrates Brand Innovation Lab's approach to transforming traditional advertising into interactive experiences that drive both engagement and commerce. After all, the most memorable Big Game moments don’t end after the fourth quarter—they last as long as customers keep singing along.