If you’re strolling through NYC’s most happening spot, you can’t miss it! There now stands a seven-storey-tall Amazon Echo attached to a billboard in Times Square, built to advertise Amazon Music and the Echo, a voice-activated device that’s the latest service from the ecommerce giant.

This 24m tall model is decked out with LED lights and real song lyrics to give off the impression that it works, but while the gargantuan structure holds the record for the tallest ad in Times Square, it can’t be used like a regular Amazon Echo. This marketing campaign is mainly to promote the Echo’s new lyrics feature where a user can search for a song even if they only remember a few words from it. Haven’t we all tapped a friend on the shoulder and said, “Hey, what’s that song that goes…?” Now, there’s a digital way to do that and you don’t even have to remember many of the lyrics.

Advertisers wanted to promote the joy and community that music creates through the use of their product, and New York’s main attraction seemed to be the best place to do it. This notion is the perfect match for Times Square as New York’s most famous tourist spot does have a certain magic to it. Everyone is simply drawn to its energy and there’s a strong sense of happiness and belonging (no matter where you’re from) when you’re standing there amid the buzz of lights and sounds. The Amazon Echo is being advertised in the US, UK, and Germany as well.

Measuring nearly seven metres in circumference and weighing in at an impressive seven tonnes, the replica will remain in Times Square until June 25th. It’s expected to reach many more people, despite its schedule stay. The Amazon Echo is already making waves prior to its release. The ad installation has broken a record – previously held by Pepsi – for the world’s tallest physical advertisement installation.

With such a grand model, eager consumers can only hope that the Amazon Echo lives up to all the hype.