Why is this work relevant for Brand Experience & Activation?
Within the scope of the activation, all the brand touchpoints were used. Visitors consequently went from Twitter to the Amazon retail website, by way of the Prime Video streaming platform. In just 24 hours, and in order to be able to take part in the campaign, the user experienced a condensed version of what the brand has to offer in a user journey designed exclusively around the release of the second season of Jack Ryan on Amazon Prime Video.
In France, Netflix is the undisputed leader of the entertainment world. A fact that is all the more true on social media, where its share of voice is off the scale compared to that of Amazon Prime Video (who has 40K followers versus Netflix’s 2.7 million). So in order to get noticed, the brand had to use new engagement methods… In France particularly, many people sign up to Amazon Prime for the delivery advantages the service offers (the retail) and about 70% of them don’t even know that their membership also gives them free access to the Prime Video platform (the entertainment). With Jack Ryan, one of its most popular series, Amazon therefore aimed to promote its streaming platform to both Prime members and the general public.
Describe the creative idea (20% of vote)
For the launch of Jack Ryan Season 2, Amazon combined retail and entertainment in an unprecedented way. Members could binge-watch the series and choose the objects they wanted straight off the screen. A direct and promotional link between watching and buying and a unique experience that gave people the possibility to win thousands of items. And all that, live, via Twitter. #AmazonBingeShopping.
Describe the strategy (20% of vote)
All Prime members were able to take part in the activation. They were made up of people who were already consumers of Prime Video content, people who had only signed up for the delivery advantages and who didn’t know that free access to the streaming platform was included in their membership, as well as future Prime members who signed up for the 30-day free trial to be able to take part in the activation. The objective was therefore to promote the full extent of the Amazon Prime membership to the widest possible audience for the release of the series, in order to maximize the views and convert new members.
Describe the execution (30% of vote)
The campaign took place over a period of 24 hours, the day of release of the series. To maximize the impact and increase the number of participations, we coordinated an influence plan to address our target audience, which enabled us to obtain significant reach by the end of the morning. The concept rode the wave of the binge-watching trend and people had to move quickly as the objects were only available once. A sophisticated CM strategy accompanied Prime members throughout the day to interact with the community and validate participations along the way.
List the results (30% of vote)
The operation enabled the launch of the series to obtain unprecedented visibility and awareness: +160% views on the streaming platform, 30M impressions just on Twitter, +5000 participations (tweets) in only 24 hours, n°1 trending topic on Twitter France, +50 international and French press mentions. Furthermore, all the participants and winners had to be Prime members to be able to win objects from the series, so the operation therefore boosted the number of free trial Prime memberships and allowed existing Prime members, who had originally only signed up for the delivery advantages, to discover the streaming platform included in their membership for the first time.