Hunters is told in the style of the 70s exploitation films. Taking place in 1977 NYC, the tricky subject matter involves a rag-tag crew hunting Nazis that were brought to America by the government to advance scientific efforts (based on the real-life Operation Paperclip).

The Brief: Create awareness, drive interest, and deepen sampling opportunities with customers to develop fans and convert them to advocates for the Amazon Original series, Hunters and the Prime Video platform. Focus on the themes and texture of the series, but don’t lead with challenging imagery and subject matter.

We were tasked with four key objectives:

- Generate PR and Social Buzz and optimize earned media

- Build authentic experiences that create conversation around the show and the cultural relevance it has in today’s world

- Make a statement, stand out from other brands

- Create emotional connections between consumers and the Hunters

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.

We had three key consumer psychographic targets:

- Provocateurs: Audiences that enjoy TV shows that take inventive approaches to storytelling

- Puzzle Piecers: Viewers who enjoy solving mysteries before the tv show does it for them

- Hidden Historians: Audiences that love entertainment offerings grounded in historical truth

We avoided the potentially offensive imagery of Nazis in America by leading with the iconic era, as well as the setting and characters of Hunters. We designed the experience for three types of fan behaviors, Skimmers, Dippers, and Divers. Skimmers are unaware of the show, so we reached them by holding PR and Influencer events, generating social buzz and PR. Dippers connect socially over shared passions and enjoyed the interactions with 70s characters and the party at Hunters Alley. Divers love to explore and learn, so we layered the experience with details and clues related to the show for them to discover.

The production timeline was compressed and the scale of the execution was significant. We took over an entire block in LA’s Highland Park neighborhood from February 18th to 23rd, 2020. With a theater and bowling alley as anchors, we partnered with 16 stores on the block to offer 1970s and Hunters-inspired promotions during the special event. Period automobiles lined the curb and over 40 actors circulated on the streets to bring the immersive experience to life.

One key aspect of the project was the Empire Theater’s Marquee, a custom fabricated piece inspired by the 1970s grindhouse theaters of NYC’s TImes Square. The event became the buzz of Los Angeles and beyond with coverage in a wide range of publications including Deadline, Star Magazine, InTouch, MSN, US Weekly, Variety and Yahoo!

The Hunters Grindhouse and Immersive 70s Experience was a key part of the overall marketing plan that made the launch of Hunters a success for Amazon. The immersive event was held over six days with 5,000+ people attending the screening and after party. Over 2,000 photos were shared from the event. Our store partners on the block experienced an average increase in foot traffic of 20%. 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.