Prime Video’s
'Invincible'
drive-thru Premiere
The challenge
The Brand Agency was tasked with building buzz around the socially-distanced premiere of Amazon Prime Video's new animated superhero series INVINCIBLE. This innovative drive-in experience allowed guests to first drive through an immersive set that recreated the world of the series before enjoying the first two episodes from the comfort of their cars. In order to relieve consumer fatigue from digital events, the Rose Bowl was transformed into an unforgettable escape from reality complete with pyrotechnics, a live DJ, a themed burger menu, and life-size replicas of characters from the series. The Brand Agency spearheaded the promotion of the two-day event to trade, consumer and entertainment media.
Data-driven Results
In order to garner press and fill the space for the screening, we segmented our target audience and devised a media strategy that would appeal to both the mainstream media and dedicated comic book fans alike. The star-studded cast appealed to traditional media, but we also utilized cosplay and comic book influencers to reach a loyal, niche audience that would ensure a high ROI. Leading up to the premiere, we carried out calendar listings and pre-event stories to build awareness and generate RSVPs to fill the historic Rose Bowl. Ultimately, we executed a 360-degree consumer-facing public relations, marketing and programming strategy that united consumers and members of the media through an unforgettable, shared experience.
The Brand Agency secured over 110 MILLION media impressions on behalf of the INVINCIBLE Premiere, including placements in top-tier outlets such as CBR, The Hollywood Reporter, and Time Out Los Angeles. We also procured nearly 1 MILLION social impressions from our highly segmented network of influencers that attended the event.
