Amazon Binge Shopping
Amazon Prime Video
Issue 54 | March 2020
Agency
Herezie
Creative Team
Executive Creative Directors Paul Marty, Etienne Renaux Creative team Raphael Sold, Natan Ritaly, Jeffrey Corlay, Jeremy Fouilloux
Other Credits
Social Media Manager Douglas Antonio Account Director Dimitri Boudnikoff Project Manager Lisa Duchein Client Social media Manager Alexandre Andresciani
Date
November 2019
Background
In France, Netflix is the clear market leader in video streaming. It also has a large presence in social media with 2.6 million followers on Twitter.
Amazon, by contrast, had just 36,000 followers. Also, while many people had signed up to Amazon Prime for the delivery advantages, they were unaware they had free access to Amazon’s streaming platform.
Idea
For the launch of the second season of the Jack Ryan series, Amazon brought their retail and their entertainment services together in one competition.
The idea was to give viewers of the Jack Ryan series the chance to win the object of their choice if it was available on Amazon.fr.
All they had to do was take a screenshot of the object in any of the episodes and post it on Twitter using the hashtag #AmazonBingeShopping.
If someone liked the look of Jack’s sunglasses, they took a snap, posted it on Twitter and waited to see if they had won them.
Results
5,000 tweets turned #AmazonBingeShopping into the top Trending Topic in France for 24 hours. The idea collected 30 million media impressions from over 20 press articles.
Viewer figures for Jack Ryan Series 2 were up 160% on Series 1.
Our Thoughts
Watch and shop at the same time, brilliant! This was taking Amazon’s point of difference and making something of it.
Given that video streaming is a ferociously competitive market, with Netflix way out front at the moment, this is smart thinking.
What the campaign does is draw attention to the fact that Amazon is also making topquality content now and it’s getting people to take a look at it.
In effect, this is a sampling exercise. But a clever one.