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Amazon Prime Video CMO on the Return of Pop-Up Experiential Events for Premieres and FYC Campaigns

Amazon Prime Video CMO on the Return of Pop-Up Experiential Events for Premieres and FYC Campaigns

In this social media age, experiential events have become a crucial part of entertainment marketing plans. Instagram-friendly pop-ups had become common in recent years — Netflix turning a Baskin-Robbins location into the Scoops Ahoy ice cream parlor from “Stranger Things” or Amazon Prime Video taking over the Hollywood Athletic Club to promote its Emmy contenders, for example.

But then came the pandemic. And marketers were forced to quickly pivot to safe, socially distanced events like drive-in premieres and virtual events such as online watch parties. But as vaccination rates continue to rise, marketers are aiming to balance those digital experiences with more in-person encounters.

Prime Video, for example, plans to promote its new series “Harlem” at the historic Harlem Parish, a New York City church-turned-event space, starting Dec. 3 with festivities dubbed “Harlem Ever After.” For the event, which highlights Black female creators and entrepreneurs, Prime Video is turning the Parish

See full article on Variety