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Amazon Prime — The Man In The High Castle
That Time Hitler Took Over A Beer Hall and Almost Died
Summary
To promote the second season of Amazon Studios’ alternative history series, “The Man In The High Castle,” we were tasked with engaging audiences in a unique way that would extend beyond traditional marketing strategies. The goal was to spark conversation, create organic advocates for the show, and set the stage for a successful second season.
Strategy & Execution
Animated Short Film: A Tipping Point in History
To create immediate engagement and provoke thought, we produced an animated short film exploring a significant moment in history that could have easily gone the other way. The film revolved around Adolf Hitler’s failed coup in 1923, speculating on how history might have been different if it had succeeded or if Hitler had been killed during the attempt.
Multi-Platform Release
The short film was launched across various platforms including CNN’s digital offerings, Facebook, and YouTube, timed to go live just before the first presidential debate. This timing was strategic, aimed at capturing a politically engaged audience and expanding the conversation.
Digital Editorial Series: The Counterfactual Files
Leveraging the dialogue generated by the animated short, we directed viewers to a curated series of editorial articles known as “The Counterfactual Files.” These articles explored other real-life tipping points, such as the implications if Abraham Lincoln had survived. This content was released throughout the election season to maintain viewer engagement and dialogue.
Media Takeover: Election Day Blitz
On Election Day, we executed a complete media takeover on CNN, both on television and online. This included a two-minute pod takeover where all commercial slots were filled with Amazon-branded content. We guaranteed over 10 million impressions for this single initiative.
Results
- Immediate Engagement: The animated short film and its timing with the presidential debate immediately captured audiences’ attention.
- Expanded Conversation: The Counterfactual Files successfully broadened the thematic discussion surrounding the series, making it more than just a TV show.
- Organic Advocacy: The multi-platform strategy led to the organic creation of a community of defenders and advocates for the series.
- Media Impressions: The Election Day media takeover resulted in over 10 million guaranteed impressions, and we are on track to more than triple our initial media guarantee.
- Season Success: Early indicators show that “The Man In The High Castle” is on pace for a highly successful second season.
Case Film
Role
Creative Director, Courageous Studios
Mediums
Animation. Digital. Social. Paid. Organic. Social Stunt. Multi-platform Blitz.
