Opportunity:

We were charged with launching Amazon Prime Video's original 11-year exclusive Thursday Night Football deal with the NFL and beginning the consumer journey as the brand ventured into live sports streaming.

Action:

Lead the brand’s end-to-end offense to acquire, engage, and retain consumers with a passion for live and on-demand sports-related programming and content around Thursday Night Football. Develop and launch the TNF brand identity, build brand awareness, and consumer journey. We launched the new TNF brand identity during the Super Bowl in Los Angeles in 2021, with a cross-functional plan that included grand activations, PR, influencer marketing, and the first-ever Amazon Prime Video Sports:30 Super Bowl TV spot titled "Football is Open."

Result:

Emmy Award-winning inaugural season garnered over 14 million viewers per game.