HBO//His Dark Materials
Agency: Amazon
Role: Creative Director
Teammates: Ardian Perkolaj (Sr. Account Executive), Karina Lilli (Art Director), Kevin Snell (Motion Designer), Tara McCluskey (Program Manager)

THE ASK

Promote the November 3, 2019 HBO streaming release of His Dark Materials across all relevant Amazon channels.

THE IDEA

We created an omni-channel campaign lasting one month and driving millions of impressions to HBO on Prime Video Channels. The campaign included tune-in-driving media across Amazon Books and 4-star stores, the Amazon.com H1 gateway (home page banner), and Fire TV Feature Rotator (the most visible placement of the Fire TV UI).

AMAZON BOOKS AND 4-STAR EXTENSIONS

Because the series is based on an epic trilogy of fantasy novels by UK author Philip Pullman, it made sense to lean on our Amazonian roots and begin promoting this premiere within our Books and 4-star physical store locations. Starting on November 1, 2019, customers visiting these 20+ locations across the U.S. began to see His Dark Materials messaging including:

DIGITAL DISPLAYS AND BLACK FRIDAY TOTE GIVEAWAYS

This digital display featured a silent, 12-second video on loop promoting the premiere of HBO's His Dark Materials. On Black Friday, the video content switched to a static image promoting a free branded tote with any purchase.

CUSTOM FREESTANDING FIXURE WITH FEATURED ITEMS

This is not the first book-to-screen title HBO has embraced. To promote even more reasons to subscribe to HBO, custom freestanding fixtures in all Books and 4-star stores featured 6 additional products including: His Dark Materials: The Golden Compass (HBO Tie-In Edition), Watchmen (2019 Edition), A Game of Thrones (A Song of Ice and Fire, Book 1), Sharp Objects (Movie Tie-In: A Novel), and Big Little Lies (Movie Tie-In).

BOOKMARKS

Available at all 19 Books locations throughout the 30-day campaign duration, every customer received a custom bookmark with purchase.

HBO FREE TRIAL PROMOTIONS

A 7-day free trial promotion was highlighted in the November 22, 2019 issue of the bi-weekly Amazon Stores newsletter—the email with the best open rates for stores. Additionally, 5x7 flyers were distributed with every Books and 4-star purchase.

DIGITAL PLACEMENTS ACROSS AMAZON PROPERTIES

Customers who visited any of our Books or 4-star locations were familiar with the tune-in messaging that appeared across Amazon properties including .com and Fire TV starting November 4, 2019.

AMAZON.COM HOME PAGE BANNER (H1 GATEWAY)

Those who clicked our most prominent banner were directed to a landing page experience where qualified customers could redeem a 7-day free trial to HBO on Prime Video Channels as detailed in the video below:

LANDING PAGE

The landing page was accessible across all devices and available in both Spanish and English from the vanity URL: Amazon.com/HisDarkMaterials

FIRE TV FEATURE ROTATOR

The Feature Rotator is the most visible placement of the Fire TV UI and is located above the fold on Home, Movies, TV, Apps, and Games tabs. When clicked, this banner launched the official trailer for His Dark Materials.