Amazon Treasure Truck
Embracing the nostalgia of the neighborhood ice cream truck. Every offer day, millions of customers receive a text with that day's treasure—anything from Bluetooth headphones to cast iron cookware, a coveted kid's toy, or trendy new houseplant. Then, customers pick it up same-day from the location that works best for them. That's when the fun really begins—with quirky games, unique swag, and a seriously epic fleet of trucks.
01 / Brand overview & voice development
Treasure Truck merges digital & physical experiences to make an ordinary day a little bit special.
As the founding copywriter, I led brand voice development and shaped the tone from day one, evolving it as the program expanded across formats and markets.
Roles: Lead copywriter, campaign creative, UX copy
02 / Daily offers & campaign messaging
Over the course of my time with the team, I wrote and edited 350+ offer pages, sample scripts, and event descriptions. From push notifications to product details, every word was designed to guide, delight, and convert—while staying true to Treasure Truck’s distinct tone.
03 / Seasonal style guides & holiday campaigns
To bring cohesion to Treasure Truck’s ever-evolving calendar, I partnered with designers each quarter to build seasonal creative guides. These style kits included headlines, visual themes, and social copy blocks that helped the brand feel fresh and timely year-round—especially during high-visibility moments like holiday.
Highlights include a holiday campaign with custom digital swag, a Mad Libs cards, social “poems” for each offer, and scripts for The Ellen Show (read by Ellen, Octavia Spencer, and John Cena).
04 / Brand expansion: Kiosks, vans & more
As the program expanded beyond trucks to include kiosks and pop-ups, I helped reposition Treasure Truck as a local, physical experience—regardless of the format. I led copy for new surfaces like in-store signage, OOH campaigns, landing pages, and mobile interstitials (the brand’s biggest subscriber growth driver to date).
I also named our expanded kiosk experience and crafted the tagline “An unexpected way to shop with Amazon”—balancing playfulness with clarity, and tested messaging that scaled across formats and regions.
06 / Live events & brand activations
Across the U.S., Treasure Truck showed up big—from surprise diaper drops to rooftop movie nights. I led copy for dozens of brand activations, creating cohesive messaging across campaign materials, on-site signage, press kits, and digital assets. These were high-touch, high-visibility moments where the tone needed to be welcoming, witty, and totally on-brand.
NBA on TNT
To kick off the 2018–2019 NBA season, we brought basketball to the streets—with muralists, hoop challenges, and star-studded photo ops celebrating hometown heroes.
Summer Movie Nights
A crowd favorite. From Hotel Transylvania to Isle of Dogs, we rolled up the Truck and rolled out the big screen—plus epic pre-show snacks, entertainment, and activities.
First Steps
Partnering with mom-to-be Lauren Conrad, First Steps let parents build an Amazon Baby Registry IRL. It was a weekend full of hands-on demos of baby essentials, like car seats, strollers, and so much more.