With millions of people choosing between an endless array of streaming platforms, the battle for viewers' attention is fiercer than ever.

As Prime Video continues to gain on the competition, critical to the platform’s success is winning over young adults (YA), and a strategy in doing so is reaching this audience directly and through influencers.

So Prime Video set their sights on a place where they knew they could reach this demographic – VidCon – the premier place for this group, drawing over 30,000 attendees over four days and reaching millions via socials.

Ultimately, we wanted Prime Video to be the talk of VidCon through multiple verticals - an immersive booth at the convention center, a standout lounge at the creators hotel, and a buzzworthy party. Our goal was to create lasting brand advocates through our influencers and target audience by encouraging them to become fans of Prime Video's content.

Our idea was to create the most sharable and experiential spaces at VidCon, making Prime Video the center of conversation both on site and on socials for the YA audience.

We would achieve this through three unique experiences: an immersive booth at the convention center, a standout lounge at the creators hotel, and a buzzworthy party.

Within a 60’x60’ footprint, the two-story Prime Video booth towered over VidCon, featuring a maze that immersed guests into the worlds of the most popular YA titles on Prime Video.

The Creators Lounge gave creators a place to relax and recharge, with a custom-built entry tunnel, photo ops, branded pool table, a merch drop, curated F&B, and even a hidden speakeasy.

The Featured Creator party took over the House of Blues Anaheim and featured an immersive entry moment, shareable photo ops, a 40’ stage build, curated food and drink, and headlining performers, The Chainsmokers.

Our strategy was to reach our target audience through memorable and shareable experiences that fostered an authentic dialogue between the brand and the target.

We set out to engage directly with the YA demographic through the show floor booth, which reaches the majority of VidCon attendees. We wanted to create a booth that would become the focal point for everyone.

We also targeted top social media creators at our Prime Video Lounge. By having them engage in our lounge space, it would serve as an authentic brand message to fans all over the world through millions of impressions on socials.

Finally, we created the largest party of the weekend to target featured creators, VIP guests, and their followers. Ultimately, we wanted to prove this was THE party of VidCon and that Prime Video really is the King of YA.

Our massive 60’x60’ Prime Video booth towered two-stories over the show floor, featuring a Prime Video-branded maze featuring the streamer’s most popular YA titles. These series-themed hallways led them through unique photo opportunities that immersed guests 360-degrees within custom sets inspired by their titles, complete with a walkthrough kinetic photo-op, infinity moment, a merchandise drop space, branded content, and curated art.

Our Creators Lounge featured a forced-perspective entry hallway with Prime Video branding, a photo studio that encouraged content creation, and an interactive merch drop. The lounge also featured a hidden door in a bookshelf that led guests to a secret speakeasy lounge including a custom pool table, bar, food, and more.

Finally, we created the largest party at VidCon at House of Blues Anaheim, featuring an immersive entry moment, shareable photo ops, a 40’ stage build, curated food and drink, and headlining performers The Chainsmokers!

Over VidCon weekend, mentions of Prime Video as it relates to the featured titles generated 6.2M potential impressions. Prime Video brand, talent, series titles, and VidCon handles drove 1.7M views and 102K engagements.

Prime Video’s appearance at VidCon achieved its goal of generating brand affinity across all three VidCon touchpoints; as 59% of organic social conversation focused on brand promotion.

Our booth was at capacity each day from open to close, generating 3,000 unique pieces of content among 1300+ visitors, with 11,500 pieces of merch distributed.

The party was at capacity the entire night, drawing over 2,000 guests. 90%+ of total creator badge holders attended the party, an attrition rate rarely seen at VidCon.

Our goal was to create standout VidCon experiences and be the talk of the YA audience and influencers alike, and we achieved just that.