Thirty years after Eddie Murphy and Arsenio Hall created some of the most iconic characters in comedy in Coming to America, they were set to revisit their roles as Akeem and Semmi in the sequel; a highly anticipated event for fans of the original which has long been a cult classic amongst the Black community. Our goal was to catapult Coming 2 America from cult classic to a worldwide must-see comedy and establish Amazon Prime Video as a destination for content designed to reach and resonate with the coveted Black audience.

Every effort had to tap into the kings and queens across pop culture verticals to prove that Eddie and Arsenio really are Black Comedy Royalty. Our strategy was to Make a Royal Impact by driving conversation through the Black voices of the pop culture nobility and being present in all the spaces where culture thrives today. Tapping into pop culture royalty would rekindle the same love as for the original among nostalgic audiences, while capturing the fleeting attention of 18–34-year-old streaming audiences who look to these royal gatekeepers as the monarchic authority on what to watch. Fortunately, the sequel possesses a rather timely undercurrent; most issues facing Zamunda's royal family are relatable topics such as gender equality and classism that are much-debated today, giving us the opportunity to create a connective tissue to contemporary culture that the movie needed to bridge the original to the sequel.

We invaded each of our core audiences’ favorite pop culture categories, leveraging comedy influencers and sports, music, and entertainment stalwarts at each major cultural moment. A partnership with iHeart pinpointed two of the leading voices of culture on the radio - Charlamagne Tha God and Big Boy – leveraging their mass appeal and reach through interviews with the cast. We created royal memes and other exclusive, snackable content from the film which were distributed via the leading voices on culture in the social space including WorldStarHipHop, Daquan, The Shade Room, and Buzzfeed’s CocoaButter, driving talkability and virality with both old and new fans. We also cherry-picked the most talked about real-time cultural moments like the AFC championship and the Super Bowl and surrounded the conversations that everyone was paying attention to, capturing cross-generational awareness and talkability.

Coming 2 America was an instant hit, having the #1 opening weekend of all streaming movies in 2021. The movie drew over 1.4 billion streaming minutes on its first week and was Prime Video’s first title to land the #1 spot on Nielsen's weekly tracker. Coming 2 America’s Super Bowl spot finished #3 in iSpot’s Digital SOV, showcases the strength and talkability of the campaign. More importantly, the relationship established by the esteemed Black community evolved Prime Video into a streaming home for years to come.