works

Game Day Rituals

Description

‍After acquiring the rights to Thursday Night Football, Amazon Prime Video needed to build an authentic connection with football fans and convert them to weekly viewers.

Case study

We focused on one of the most universal—and unspoken—truths of being a fan: rituals. Those slightly irrational, always personal game day traditions that fans swear by. Lucky shirts. Sacred couches. Only drinking out of a certain cup when the game’s on the line. These superstitions became our storyline. We launched a social campaign that spotlighted the game day quirks of influential fans from across the league—creating content that was as relatable as it was shareable. Then, to elevate the moment, we brought it all offline and into the real world with an exclusive Gameday House Party in NYC. Designed to feel more like a cultural event than a brand activation, the party brought together NFL legends, creators, and tastemakers to celebrate the 100th season of the NFL and the arrival of #TNFonPrime. The result was a fresh and emotional way into the world of football—one that helped Prime Video show up not just as a streaming platform, but as a new kind of destination for the modern fan.

RESULTS

+10.8MM social video views and 388K engagements. 560K unique views on Twitch.