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CREATING THE VOICE OF A SMART DECANTER TO POUR A DRINK.

 

THE VOICE OPPORTUNITY

CREATING A NEW KIND OF ALCOHOL EXPERIENCE, VIA VOICE TECHNOLOGY.

CHALLENGE

Jim Beam tasked Magic + Co. with modernizing their line of decanters to create a voice-first experience that was outside the Amazon Alexa and Google Home platforms. Magic developed custom wake-word technology (“Hey Jim”) that activated the device, accepted commands and answered questions, and interfaced with mechanical components to precisely fill a shot glass.

SOLUTION

Magic specifically recommended to Jim Beam that they “modernize” their decanters, creating, prototyping and mass-producing an expanded line of voice-activated decanters. Focus groups suggested millennials were enamored with the idea of being able to integrate their alcohol experience into the connected home. Magic used on-board voice-recognition technology, without a Wi-Fi component or 3G component, leading to optimized results while maintaining user privacy. Magic sourced hardware and designed the device to be able to intake microphone input and accurately translate to functional requirements.

RESULTS

  • Biggest PR campaign in Jim Beam history, 100M Impressions, new appeal to millenials.

  • Units sold out online in mere hours.

  • Brought Jim Beam into the connected home categories.