SITUATION

80% of Italian people don't even know what Amazon Prime Video is and as a consequence they're not interested in its shows.

BRIEF

Powerfully launch Celebrity Hunted - Caccia all’uomo, the first reality spy show produced by Amazon Original in Italy, where 8 Italian VIP must stay in incognito and avoid detection from the Hunters for 14 days.

OBJECTIVES

Raise awareness on the show and, by doing so, on the platform.

The rules and the plot of the show brought into real life.

Since people don't watch Prime Video, and actually don't know what it is, we decided do bring it into real life, so to make people encountering the protagonists of the show, live certain situations first-person and finally understand how exciting it can be.

We made the protagonist disappear from social media for 14 days and started the manhunt everywhere.

From Rome to the Sanremo music Festival passing inside the Ariston theatre to announce the show's arrival on PrimeVideo in Italy.

Celebrity Hunted launch was "the most watched Prime Video Original launch ever."*

11.7M views during the social premiere

600 k interactions

5,6 K mentions

social teaser content 7 M views

* Source: Head of social media & editorial content - Amazon Prime Video