Amazon Immerses Consumers in Original Programming - Event Marketer

Amazon Immerses Consumers in Original Programming

DB_Amazon_Fair or Festival_EX 2017
Brand: AMAZON
Agency: NVE
Awards: EX AWARDS — BEST FAIR/FESTIVAL ACTIVATION
Year: 2017

To spark consumer interest and give fans an up-close and interactive look at “Man in the High Castle” and “Thunderbirds Are Go,” Amazon created Amazon Village, a large-scale immersive activation to drive tune-in through its Amazon Prime streaming service at San Diego Comic-Con. A multisensory 4D Mitch VR activation shot on the set of “Man in the High Castle” in Vancouver utilized sight, touch, sound and custom scents that aligned with the storyline. A pop-up museum featured actual props and photo-sharing opportunities, including a 360-degree photo moment. The family-friendly “Thunderbirds” activation introduced attendees to the magic of miniatures.

Amazon’s activation marked the largest presence the streaming service has had to date at Comic-Con, giving fans and future consumers hands-on experiences with the shows’ storylines during all four days of the convention. In addition to “The Man in the High Castle” pop-up museum, Amazon Kindles with scrollable trivia deepened the experience. Guests also could go behind enemy lines in a VR experience with leading lady Juliana Crane. The adventure ended with a 360-degree shareable photo of each guest superimposed within the world of the show. The “Thunderbirds Are Go” engagement had guests board a life-sized replica of the Thunderbirds 2 ship to help Thunderbirds’ team member Virgil Tracy fly over a miniature downtown San Diego. A green screen photo op captured their best “hold on for dear life” pose. More than 12,000 guests went through the village and 50 percent of participants shared their experience via social media.

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