INSIGHT:
For The Lion King, Disney turned to Amazon Advertising to produce a one-of-a-kind cross-Amazon promotional program.
CHALLENGE:
How could we get the biggest bang for our marketing dollar through existing Amazon promotions? Could we put a Pride Lands twist on existing executions to help raise awareness of the film release, drive engagement with the film IP and cross-promote relevant merchandise?
SOLUTION:
Recognizing the movie release was only 4 days before Prime Day, Amazon biggest tentpole event, we developed a partnership between Disney and Prime to offer Amazon customers early access to Prime Day deals.
With multiple touchpoints including an Amazon Gateway H1 driving to a custom landing page, a special edition Lion King Prime Day live stream with early discounts, an Amazon Music promotion, Fire TV and Fire Tablet executions.
I led the entire program from ideation all the way to the execution from the creative stand point. My responsibility was to deliver cohesive campaign across all the Amazon touchpoints.