Prime Video
at TwitchCon 2022
The challenge
Prime Video kicked off TwitchCon 2022 by inviting consumers into their two immersive experiences for their new Original Series, The Lord of the Rings: The Rings of Power and The Peripheral. Competing with the gaming industry’s top brands, our long-standing client tasked The Brand Agency to break through the noise and secure headlines with regional, gaming and entertainment media as well as schedule press and influencer appointments each day. With chatter already swarming the event, it was our job to leverage our relationships and utilize our expertise in influencer relations to garner press and social media coverage generating awareness throughout their three-day activation.
Data-driven Results
Our team focused on a three pronged strategy including curtain-raiser press, event press and post-event pitching. Pounding the pavement with regional, entertainment and genre specific outlets with aggressive follow up and persistent communication. On the ground, TBA tapped regional broadcast outlets each day of the convention checking in on crew availability to cover. Our team handled the white-glove press and influencer visits, ensuring each were taken care of. TBA reached out to influencers in the gaming community who were attending TwitchCon to stop by our booths to maximize ROI. Our team continued to monitor press and social coverage moving rapidly to capture content as it went live.
As a result of our efforts, The Brand Agency was able to secure a press placement in top tier regional outlet NPR and broadcast coverage from FOX San Diego. Additionally, TBA placed Trisha Hershberger at Prime Video’s The Peripheral experience in Us Weekly and Radar Online’s photo sightings roundup garnering 601.9 million impressions. Our team hosted 16 press and influencer appointments including Black Girl Nerds, GameRadar, and IGN. On the influencer front, Jahara Jayde (504K followers), SuteRoozu (116K followers) and Frank Ellerbe (70.6K followers) stopped by. Other notable influencers include Gary Whitta (124.1K followers) and Somna Music (13.5K followers).
