"Jack Ryan" S3 Binge-watching Calendar

Context: 

Jack Ryan – an action-packed original Prime Video series – was launching its third season in December 2022. However, no launch campaign or advertising had ever been done for season 1 or 2 in the South African market. 

Objective: 

We needed to create hype about the new season coming out, while getting South African action lovers to get up to speed with season 1 and 2. Most importantly, we wanted them to talk about the show where TV series and movies are talked about - on Twitter. 

Solution: 

Because the show is centred around espionage, we created a season 1 and 2 binge-watching calendar that sent our South African action lovers aka “agents” on a thrilling journey. One that saw them going on the same missions that the characters Jack and Greer went on in each episode. They had to complete each mission (i.e watching each episode) in time to catch the premiere of S3 on 21 December 2022. 

We seeded this calendar on social media and even created an interactive Blue Robot experience on Twitter that tested their knowledge of every season. 

Results:

Total Reach: 7.7 Million Total Impressions: 177 Million Total Engagements: 2.6 Million Completed Video Views: 11.8 Million Trended No.1 In SA on Twitter But the biggest win for us was that our concept was so successful that the Prime Video team rolled out our idea across other markets.