Brief
The Mill’s Campfire team was tasked with creating awareness and driving interest around Amazon Prime’s newly released original series Hunters. With the aim of developing fans and converting them to advocates for the Prime Video series, we created a one-of-a-kind experience that showcased the iconic themes and texture of the Hunters era.
Approach
Despite the dark subject matter, Hunters is a pulpy, exciting thriller that takes place during one of the most iconic periods of NYC, 1977. We set out to recreate the time and place and to go beyond mere nostalgia, by allowing consumers to step into the world of Hunters, interact with over 40 1970s characters, eat, drink, and shop the era, and enjoy the first episode of Hunters in the kind of NYC “grindhouse” it would have played at the time. After the screening, we kept the 70s vibe going across the street at a Hunters themed bowling alley and bar, where the Hunters were brought to life in the completely transformed space, with character-themed premiums, food, cocktails, immersive environments, and one of the 70s most iconic DJs, Grandmaster Flash, spinning songs and keeping people dancing. We turned a sampling event into an unforgettable immersive experience.
Impact
The experience was a key part of the overall marketing plan that made the launch of Hunters a success for Amazon. The immersive event hosted over 5,000 attendees, with over 2000 photos shared. Our store partners on the block experienced an average increase in foot traffic of 20% and the flashing marquee of the theater contributed to over 121K drive-by impressions alone. The event was sold out in under 24 hours and demand was so high we had to extend it one additional day.
The buzz translated into extensive press coverage with the event being featured in 29 press stories that generated over 3.5B impressions. Last but not least, at the afterparty Grandmaster Flash spun over 50 choice 1970s jams while attendees spent 43K cumulative hours dancing to 70s’ grooves.