Amazon FYC Campaign

Online retail giant, Amazon has expanded into producing original programming including streaming television series. "Awards season" is specific to the entertainment industry and occurs over a defined period in which the target audience - in this case, approximately 3,000 voting members of the Screen Actors Guild Awards (SAG) are inundated with packages, screenings and events. A key challenge for marketers and their creative partners is to cut through the clutter to compel SAG voters to view and nominate Amazon's slate of original series for prestigious entertainment industry awards, including SAG & Emmy awards. We created a 5" x 5" branded mailer designed to resemble an Amazon parcel, housing DVDs of each of Amazon's original series inserted into Kraft sleeves, stacked and tied with twine and an FYC hangtag call to action as part of a targeted overall advertising campaign. The design of the package reinforced Amazon's retail business while literally tying the brand's new and powerful entertainment business together. Results included media coverage in major newspapers, publications, trade and entertainment magazines, television programs, and influencer blogs recognizing Amazon's programming and multiple industry [Emmy, Golden Globe, SAG-AFTRA] award nominations and wins for the Amazon original series, Transparent.