Amazon & Oral-B MTA Subway Kiosk
The Situation
For the holiday season, Oral-B partnered with Amazon to bring its PRO 7000 SmartSeries electric toothbrush into the daily experience of New York commuters. As part of Amazon’s MTA On The Go network, the campaign needed to do more than simply advertise a product—it needed to capture attention in the fast-moving environment of Grand Central Station and create a direct connection between physical advertising and Amazon commerce.
The activation also featured pop star Kevin Jonas and New York Giants wide receiver Rueben Randle, bringing celebrity and sports influence into the holiday shopping experience.
My Role
Creative direction, UX and interaction design, visual design, campaign development, and execution for Amazon’s MTA On The Go digital kiosk network.
The Action
I designed an interactive kiosk experience centered around a dynamic digital wakescreen that responded to the subway environment. Auditory sensors detected the arrival of an incoming train, triggering an animated experience on the kiosk precisely as the train pulled into the station. This environmental interaction turned the subway itself into part of the campaign and created a natural attention moment for passengers.
A clear CTA invited passengers to tap the screen and explore an Amazon landing page featuring Oral-B’s holiday collection of electric toothbrushes at $30 off. From there, users could explore individual products and send a product detail page directly to their phone, extending the experience beyond the kiosk and allowing them to continue shopping on Amazon.
The Results
The activation transformed a traditional digital advertising placement into an interactive, sensor-driven retail experience—connecting the physical environment of the subway with digital content, Amazon e-commerce, and mobile.
By responding to the arrival of each train and creating a seamless path from attention → interaction → product discovery → mobile, the experience demonstrated how digital signage could become an active part of the customer journey rather than simply another advertising surface.
