Buoyed by the critical acclaim for its Emmy-nominated show Made In Heaven, Prime Video launched a strategic campaign spearheaded by PivotRoots to reignite the buzz, and introduce the show to new audiences when it launched its second season.
Leveraging partnerships across prominent platforms, the campaign saw good traction in both contextual communication and creatives. Ashok Shinde, Vice President-Media, PivotRoots said, “For a show that constantly pushes boundaries, we identified popular and frequently visited media destinations by the intended audience and crafted integrations that harped on the marquee themes from the show. This allowed the show to be omnipresent with a creative approach that reiterated the return of the grandest wedding celebration, which one shouldn’t miss.”
Partnering with Uber between Aug 8 and Aug 10, the campaign ensured an engaging user journey. The show’s communication was integrated into the app with the notion of marigold flowers adorning the streets. Jillian Kranz, Head of Programmatic and Partnerships at Uber advertising said, “With an average view time of over 100 seconds, Journey Ads are a powerful and effective way to capture consumers’ attention during their trip, driving purchases and building brand awareness amongst a highly in-demand demographic. The Made in Heaven season 2 campaign seamlessly integrated Amazon’s messaging, creating and sustaining excitement for the show.”
The campaign also took over one of the most frequently visited sections of the Swiggy app – the order track screen – where the delivery icon was transformed into an image of a truck adorned with marigold flowers from Aug 8 to Aug 13.
Ajit Panigrahi, Head of Ads and Monetisation, Swiggy, said, “Swiggy’s post-order food tracking screen is viewed with great excitement as users wait for their favourite dishes to be delivered, just like Made in Heaven season 2, which has been one of the most awaited shows on OTT. We collaborated with Amazon Prime and PivotRoots, to creatively communicate this in the form of a contextual map integration on the food post order page, also giving users a view of the trailer on the same page.”
A partnership with MakeMyTrip resulted in Made In Heaven Holiday Packages inspired by the show’s lead characters. Raj Rishi Singh, Chief Marketing Officer and Chief Business Officer – Corporate, MakeMyTrip, said, “Travel is often inspired by visuals from popular films and television shows that appeal to our sensibilities. Made in Heaven has been one such cultural phenomenon, inspiring conversations and giving us mood boards for various occasions, including travel. We are pleased to have partnered with Amazon Prime Video and PivotRoots to curate travel packages based on protagonists from the show, inspiring millions to travel with itinerates made in heaven.”
Additionally, PivotRoots collaborated with over 25 sites and apps including Ferns and Petals, Wedding Sutra, Wed Me Good and Conde Nast Traveller to deploy high-impact contextual banners.
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