Amazon Prime Video Hunters Premiere

A Marketing Story by The Brand Agency about Prime Video

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Prime Video

Product Launch

Challenge

The Brand Agency was tasked with building excitement around Amazon Prime Video’s release of Al Pacino’s first TV project ever, Hunters. The Hunters Grindhouse Experience took over an entire block in Highland Park to recreate New York City circa 1977 for a week. The Brand Agency was asked to promote the event to trade, consumer and entertainment media as well as curating a guest list of 1,600 people per day throughout its four-day duration. Effectively reaching consumers at this capacity is a tall order and must be executed strategically.

Solution

In order to fill the theatre for each fan showing, we segmented groups and devised a strategy that would appeal to both VIPs and consumers alike. We utilized our network of media, influencers and tastemakers to break through the noise and effectively reach our key audience. Ultimately, we executed a 360-degree consumer-facing public relations, marketing and programming strategy that spoke to and touched both consumers and members of the media. Leading up to the fan experience, we carried out calendar listings and pre-event stories to drive awareness and generate RSVPs to fill the space. Our media campaign invited consumers to partake in a screening of the first episode tied to the show’s global launch. The Brand Agency was responsible for list curation, on-site staffing and pitching out assets following the initiative.

Event Management

Results

Overall, the event proved to be a complete success as we were able to secure coverage on some of LA’s top tier media outlets, along with national coverage as well. As a result, The Brand Agency secured over 3,593,353,700 media impressions on behalf of the activation. Highlights included media placements in outlets including US Weekly, ADWEEK, Variety Magazine, Hollywood Life, and more. We also hosted a massively successful media and VIP night where editors and influencers alike stopped by The “Hunters” Grindhouse Experience to participate in the fun ahead of its public opening.