According to the latest research into the streaming wars, Prime Video is rapidly gaining ground on Netflix’s market-leading position. And sponsor activations at VidCon are surely helping the cause. Critical to the platform’s success is winning over young adults (YA), and a strategy in doing so is reaching the YA audience directly and through influencers. Prime Video took the fight to the one battleground where they knew they could reach and inspire their target – VidCon.

VidCon is the premier event for YA. It’s where the young content creators, fans of content creators, and brands aiming to reach content creators converge every year for a three-day extravaganza.Ultimately, we wanted Prime Video to be the talk of VidCon through multiple verticals - an immersive booth at the convention center, a standout lounge at the creators hotel, and a buzzworthy party. Each element would be unique to the target audience, but would hold a common thread so that when creators visited all three, they would be able to recognize the commonalities between them and identify, without question, that Prime Video was the home of YA content.

Our goal was to create lasting brand advocates through our influencers and target audience by encouraging them to become fans of Prime Video’s content, allowing them to serve as ambassadors for the brand in an organic way. Our target audience for the entire engagement was the YA audience. Each of our touchpoints had the common goal of creating a meaningful dialogue either directly or through influencers to the Vidcon YA audience, and YA audience at home through social media. If we were successful, it would set off a chain of content that would put Prime Video ahead of the competition and drive tune-in.

Convention Center Booth

We set out to create the most sharable and experiential spaces at VidCon, creating shareable moments to make Prime Video the center of conversation both at Vidcon and on socials for the YA audience. Each activation carried through a visual red thread to make a seamless and connected experience throughout the conference.

Within the booth, we wanted to create the most immersive booth experience of the convention. We encouraged social content sharing inside the booth through a massive maze of immersive rooms each focused on a different Prime Video property. We kept them coming back each day by offering new swag drops daily.

Creator Lounge at VidCon can often just serve as pit stops for creators at their hotel; but our aim was to break that mold. The fact that we generated 3,267 visits tells its own story. Our lounge became the coolest hangout spot of the hotel, and premium merch drops kept people coming back daily. Outside of just the Vidcon attendees, through these creators we wanted to reach the excess of 107 million people that follow them. It became the place to be, and the driver of the majority of Prime Video organic conversation throughout the event.

Our aim for a party was to make the Prime Video Creator Party the talk of the weekend, not just through immersive experiences and shareable photo ops, but through an A-list headliner like The Chainsmokers. Not only was the party well-received and buzz worthy, we had over 90% of all featured creators attend the party - something that is rarely seen at one event during VidCon.

Each of our three VidCon elements were custom-tailored to the target audience, while remaining thematically and visually connected. We immersed guests into the world of Prime Video and its YA titles at every turn, and gave guests, creators, and VIPs alike exactly what they were looking for during their VidCon experience.

The Prime Video booth, encompassing a massive 60’x60’ footprint, had countless shareable moments, but the highlight of the experience was how it all culminated in a two-story ‘jump moment,’ the only portion of the experience visible to fans on the outside, helping to create a sense of intrigue and FOMO among passers-by.

Our lounge featured a literal merch drop! This fun and exciting custom-build meant that guests simply had to press one of three sound and light reactive buttons; before a mechanism delivered their merch through a tube from the ceiling! There were brand new pieces of merch each day, incentivizing guests to come back for the newest drop, with select merch even customizable on-site by live airbrush artists.

The Creators Party took guests on an immersive journey at the most talked about Vidcon party. We transformed the House of Blues into the home of YA content, with fully branded photo ops, an immersive entry moment, a 40’ stage build, unmatched performers, and curated food and drink.

Over VidCon weekend, mentions of Prime Video as it relates to the featured titles generated 6.2M potential impressions. Prime Video brand, talent, series titles and VidCon handles drove 1.7M views and 102K engagements.

Prime Video’s appearance at VidCon achieved its goal of generating brand affinity across all three VidCon touchpoints; as 59% of organic social conversation focused on brand promotion. Prime Video’s presence of course resonated with existing fans of the brand’s properties, but also engaged attendees who were not expecting to connect with the brand, or even the convention. As one fan posted on socials, “I thought I had grown out of the age of wanting to go to vidcon… and then @amazonprime #amazon prime”

Our booth was at capacity each day from open to close, generating 3,000 unique pieces of content among 1300+ visitors, with 11,500 pieces of merch given away.

Top creators loved showing off their time spent in the lounge and the swag they acquired. One creator posted a recap TikTok displaying their merch haul, with the caption “In love! @primevideo #primevideo”.

And as for the party, The Chainsmokers exclaimed, “We thought this would be a low-key corporate party, we had no idea you would be this wild!” Attendees were ecstatic to watch the group’s one hour set, which they extended an additional 30 minutes due to the electric atmosphere.

We hit capacity almost immediately after doors, with over 2000 people in attendance, and were jam packed all night, with people waiting in line outside hoping for the chance to come inside. 90%+ of total creator badge holders actually came to the party, an attrition rate rarely seen, especially at VidCon.

Background

VidCon

Goals

Convention Center Booth

Creator Lounge

Creator Party

Results