Summary
Prime on your plate When we're thinking of what to eat, we're also thinking of what to watch. This insight became the backbone of our launch campaign for Prime Video Channels in India. 'Prime on Your Plate' was a first-of-its-kind fun quiz game on Swiggy played by over 1 million people, that invited users to binge eat and binge watch at the same time.
Challenge
Our objective was to promote Amazon Prime Video Channels and its diverse library of content to SVOD entertainment users in India's top 7 metros. These users, aged 18 to 44 years, are highly active on their mobile devices and often binge-watch their favourite shows and movies on multiple top streaming platforms, including Prime Video. Being a first-of-its-kind offering in India, Amazon wanted to generate awareness about these add-on Prime Video Channels, and communicate how easily they could be added to an existing Amazon Prime Video account.
Objective
Amazon Prime Video Channels is a first-of-its-kind service that lets users add 9 paid subscriptions to their existing account. With add-on options like Discovery+, Lionsgate Play, Eros Now and many more, this was a game changer for OTT content in India at home or on-the-go. Users could watch their favourite content on their mobile devices from multiple streaming services on a single platform. With the OTT war in India intensifying over the years, many SVOD services have emerged to compete for users' attention. As a differentiation strategy, Amazon wanted to leverage Prime Video Channels to delight audiences with highly diverse content from its counterparts.
Strategy
Our campaign idea was based on a very real user insight: when we're thinking of what to eat, we're also thinking of what to watch. What's more, both eating the same meals and watching the same reruns leaves us bored. Inevitably, fatigue sets in. So, we came up with a win-win idea that could bring something new and exciting to people's screen and plate at the same time. By pairing binge-watching experiences with mobile usage at mealtime, we wanted to ensure discoverability with the target audience who's always on the lookout for what to watch when they eat. We introduced ‘Prime On Your Plate,' an exciting mobile-first quiz game that served people's binge-eating and binge-watching needs by offering variety in both. We engaged users with daily quizzes on Swiggy, by turning their knowledge about Amazon Prime Video Channels and its content into Swiggy Money. This helped them learn more about the fresh content they could add to their Amazon Prime Video account, while trying new dishes from Swiggy. We deployed display ads on Swiggy's home screen, app notifications, emailers and social content to lead users to a custom landing page on the app, where they found out more about Amazon Prime Video Channels. This mobile-first page featured the quiz game, where users were asked multiple choice questions about Channels, its content and the food they could pair with it to win Swiggy Money for their next order. Once users completed their order, users were shown a promo video on the order tracking screen which showcased all the Channels they could binge watch while eating. The landing page also featured a carousel that paired Channel suggestions with the most ordered food items on Swiggy, to give users irresistible combos (e.g., Manorama Max, a popular South Indian Channel, was paired with dosas).
Data
Our innovative strategy of pairing binge-worthy content with binge-worthy food made the launch of Amazon Prime Video Channels a huge success. The use of gamification on a popular platform like Swiggy captured the target audience's attention and enhanced discoverability significantly. What's more, our strategic media mix helped deliver high-impact messaging to the right audience at the right time. As a result, the ‘Prime On Your Plate' quiz organically made its way to major deal and coupon sites, urging discount hunters to participate and win Swiggy Money. The campaign was so successful that 4 new Channels were soon added to the list of subscription options for fans.
Solution
Results
We delivered a binge-worthy combination to our audiences on mobile and the results were just as appetizing: 1.01 Mn users took the quiz 123K winners 3.9 Mn overall clicks 16 Mn video views 55 Mn impressions 14.6 Mn users reached
