Amazon Prime Video Thursday Night Football
Amazon Prime Video
Amazon Prime Video wanted to create story-driven content that generates excitement among core NFL fans with the intention of getting earned media distribution for casual fans to adopt the platform.
A real-life fan would be chosen to let us into their home to produce, shoot, and flip their space in one afternoon. Out of that afternoon, we would create a single piece of content that could be cut down and edited for authentic distribution across earned media and brand channels.
Our first insight was that the target audience has a special relationship with nostalgia.
Our second insight was that human interest stories are universal and therefore more likely to get earned media than traditional ads due to such widespread appeal.
Armed with this knowledge, we reached out to star talent to revive a beloved IP with an ownable twist.
Hailing from a popular MTV IP of the early aughts, the chosen host was a welcomed and familiar face to capture audience’s attention and interest over the course of a 2-minute docu-style piece.
Trick My Fan Cave – hosted by American rapper and television presenter Xzibit – played off the original show’s premise, tricking out a lucky person’s – well, in this case – fan cave. In our version, we identified LA’s number 1 Ram’s fan and – using Amazon’s Alexa features – seamlessly highlighted and integrated a wide array of Amazon products that bring Thursday Night Football directly into the home.
Our client – The Romans PR – was able to capture over 68 placements in major media outlets such as USA Today, Newsweek, Yahoo! and more for Amazon Prime Video, and in effect, was able to authentically connect their client with its core audience.
Trick My Fan Cave generated over 1M+ views on YouTube with extremely positive reactions and comments from viewers all over the world.
A cutdown on the official Amazon Alexa TikTok became their highest-performing TikTok of all time – sitting currently at 4.5M+ views.
