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A look at the 79-foot-tall Echo in Times Square. (Screenshot Via YouTube)

Amazon is known for being secretive about its plans, but when it wants to make an impression it knows how to go big.

Today, the tech giant unveiled a King Kong-sized Amazon Echo replica in New York City’s Times Square as part of a global ad campaign called “Music Unites,” which was inspired in part by John Lennon and Yoko Ono’s “Happy Xmas (War is Over)” billboard campaign. There are similar billboards in 15 cities across the U.S., U.K., Germany and Austria.

Amazon is also promoting the lyrics search feature that Amazon Music Unlimited users can take advantage of on Alexa-powered devices. It allows users to search for a song using only the lyrics, so you could saying something like “Alexa, play the song that goes…” and the device would locate the right song.

The giant Echo is more than seven stories tall, with a circumference topping 24 feet and it weighs more than seven tons. Rapport, in partnership with Traction 3D, conceived and built the enormous prop, which will remain on display through June 25.

Here’s a time lapse of the Echo’s construction:

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