Amazon Prime Video, the subscription video-on-demand service, was looking to create awareness and drive anticipation for its latest series; Jack Reacher. In order to drive awareness around the exclusiveness of the series to Prime Video in Feb 2022, Amazon Prime Video partnered with Digital Turbine’s AdColony team to engage the potential audience in an entertaining and exciting way by using the highly engaging power of the world of mobile gaming.
The crime-thriller series was developed by Nick Santona and based on the first Reacher book by Lee Child. The series tells the story of Jack Reacher, a US Army Military Police Corps Major, who visits the fictional rural town of Margrave, Georgia, and quickly becomes embroiled in a violent clash with a brutal criminal conspiracy.
About the Campaign
Amazon Prime Video knew that in order to encourage people to watch Jack Reacher, it had to immerse people in the show and bring them into the story. The accessibility and interactive opportunities given in mobile games make it one of the first platforms to come to mind while reaching target audiences. To raise awareness of the Jack Reacher series through mobile games, Amazon Prime Video decided to use the trailer film in a gamified way to go beyond standard video promotions.
Leveraging the significant reach of mobile gaming the ad was served across the top gaming apps and reached the intended target audiences. With this iconic Jack Reacher series, Amazon Prime Video reached its target audience to increase awareness and let them engage with the video itself through the premium features created by Digital Turbine’s own in-house creative team.
How did it work?
Amazon Prime Video’s Jack Reacher campaign was activated for users to see across various digital touchpoints. The campaign reached out to its mobile-gamer target audience with highly interactive and innovative products from AdColony, a Digital Turbine company, including Aurora HD Video, and Dynamic End Card that showcases Jack Reacher’s featured scenes.
During an exciting 30-second Instant-Play™ HD Video implementation of the trailer, mobile gamers were invited to catch Jack Reacher on their screen by touching scenes where he appears seven times. By this gamification structure, users were able to challenge themselves by tap and swipe features to score the highest thanks to Aurora HD Video execution created with supply inventory provided by Digital Turbine’s Fyber and AdColony integrations by mobile game developers.
After engaging with the gamified trailer video, users were invited to use the “Add to Calendar” feature, so that they don’t miss Jack Reacher’s release date. Besides that, by swiping left, users were able to discover the leading actors; Alan Ritchson (Jack Reacher), Willa Fitzgerald (Roscoe Conklin), Malcolm Goodwin (Oscar Finlay), and Kristin Kreuk (Charlene Hubble) thanks to Dynamic End Card’s creativity.
Campaign Results
The well-executed ad journey delivered a fantastic user experience, and thanks to the outstanding campaign execution with the gamified mobile ad unit Amazon Prime Video was able to achieve incredible results.
The highly interactive mobile ad garnered a video completion rate of almost 91% (higher than its 80% industry benchmark) which has led to over 1.7 million total delivered impressions.
In terms of engagement metrics, the activation proved to be well-implemented, as the Aurora HD Video execution achieved over 1.2 million engagements leading to a 78% rate that performed above its 60% benchmark. On the other hand, Dynamic End Card reached 252.482 engagements with a 16% rate that also exceeded its 3% benchmark. Overall total campaign engagement rate unbelievably reached 94% rate which summarized the success we have achieved!
The campaign results were also measured by the independent ad measurement company MOAT. According to the MOAT analysis, the Valid & Viewable, and In-View Measurable rates reached 98.7%. Also, 96.6% of the Video Played In-View rate proves the campaign was delivered to users successfully.
About Amazon Prime Video
Amazon Prime Video is an American subscription video-on-demand over-the-top streaming and rental service of Amazon offered as a standalone service or as part of Amazon’s Prime subscription. The service primarily distributes films and television series produced by Amazon Studios and MGM Holdings or licensed to Amazon, as Amazon Originals, with the service also hosting content from other providers, content add-ons, live sporting events, and video rental and purchasing services.
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