For one weekend, we set out to honor the unconditional love and unmatched bond between humans and dogs with a weekend unlike any other. Ultimately, we wanted to create promotions that encouraged participation in a COVID-safe way, while establishing an emotional connection with our customers.

Engaging in strategic partnerships with brands, influencers and press on macro and micro levels allowed us to create a COVID-safe experience for consumers while highlighting the strong emotional bond between dog and humankind. To ensure our campaign reached as broad of an audience as possible, given the mass appeal of the series and its subject matter, we worked with brands across a variety of verticals including fitness, fashion, lifestyle, entertainment, home improvement, and food. These partner brands were strategically activated creating a groundswell of conversation and meeting consumers where they are in a highly cluttered digital landscape.

We wanted to bring the essence of our show to life, honoring dogs and the emotional connection we have with them. Our concept began with just one simple question: What if, just for one weekend, we honored the unconditional love and unmatched bond between humans and dogs with a weekend unlike any other?

To celebrate the premiere of The Pack, Amazon Prime Video created the ultimate holiday for dogs and the people who love them: an extraordinary "Packed Weekend”, offering one-of-a-kind, pup-centric experiences. This global celebration invited everyone and their pets to experience pampering, exciting activities, and a way to help support charities.

While the campaign’s overarching objective was to drive tune-in and increase awareness of the show through earned media and talk value among press and consumers, the activation's core sought to create a global moment that celebrated the dog and human bond. We discovered a real opportunity to bring a mix of brands together that were both pet and non-pet endemic to rally behind this overarching concept with wide-ranging partnerships. These efforts were supported by publicity, influencer activations and paid media to generate added awareness. Additionally, we were able to develop COVID-safe activations and promotions that allowed us to establish a connection with our audience.

We teamed up with over 274 local and national businesses/brands, including Alaska Airlines, Saks Fifth Avenue and Homes.com, to offer deals and discounts for "Packed Weekend”. Additionally, we teamed up with?Under Armour?for the “Pack Walk Challenge,” where participants used their fitness apps to participate in?a?global pack?walk benefiting various charity causes.

To drive social media awareness, we engaged popular NFL athletes to create custom content to share on their social channels. The delivered content shared on each players' social channels demonstrated the deep connections between the athletes and their dogs.

A local paid media campaign spread awareness through on-air spot schedules as well as a sweepstakes. Along with the national partners, we engaged local partners to execute custom dog experiences across the promotional spectrum, using both digital and safe on-site activations, amplified with partner promotion and local PR.

Overall, 274 brands and businesses with over 800 locations in 16 markets across the globe participated in the “Packed Weekend” by offering giveaways, discounts, free services and updating their brand materials to include dogs. Activations across the “Packed Weekend” generated over 400 press breaks, 13M media impressions, $7.3M in estimated media value and 48K microsite views. The “Pack Walk Challenge” engaged over 90,000 participants and raised funds for The American Heart Association, The Environmental Defense Fund and Best Friends Animal Society, in addition to Prime Video’s donation of $100,000.