Jack Ryan the series is a modern take on the famed Tom Clancy hero. Based on the built-in equity and broadly-appealing genre, the series was categorized as a “Tentpole”. Over a 4-month period, global tests (Receptivity, Episode and Official Trailer) confirmed that awareness and appeal was not only high in the US, but across priority territories worldwide. The show embodies a new brand of action-thriller rich in storytelling, deeply layered characters and global stakes. Unlike the leads in the Mission: Impossible and Bourne titles, Jack Ryan is an unexpected hero who will do whatever it takes to stop the looming threat upon our world, all while being put into completely new situations with every move he makes.

Mission: To generate theatrical-level, worldwide interest and engagement for the largest entertainment event in Prime Video’s history.

Global testing revealed that there was High Global Franchise Awareness (an average of 88% of respondents worldwide are aware (aided) of the Jack Ryan IP) and interest in the title over indexed with Amazon Prime Members. More importantly,

John Krasinski is believable as Jack Ryan. The character is seen as smart, likable, heroic, charismatic and tough. The idea of a relatable office-based analyst becoming a heroic agent in the field is a large positive driver for respondents worldwide – 24% of respondents ‘definitely’ interested cited this as the biggest reason. This Unexpected Hero angle – not trained as an assassin - will help differentiate our protagonist from other heroes like James Bond, Jack Bauer, and Ethan Hunt.

Jack Ryan is a global, action-packed, modern take on the famed Tom Clancy hero and the fight against terrorism. Unlike other action heroes, our Jack Ryan is grounded and relatable. He can go from an analyst behind the desk, to an agent in the field. He is an everyday guy with the smarts to solve big, complex and challenging situations. The series reminds us that we can all be heroes in our own right.

Positioning: Elevate John Krasinski to embody the unexpected hero and emphasize the relationships with the diverse cast of characters that he has to navigate across the world.

Target: Males and Females 35+ Our core target audience globally are TV Addicts, comprised of A25-54 frequent moviegoers and TV viewers, and Entertainment Enthusiasts, who are viewers of film, television, and online entertainment content.

Rooted in high-impact milestones, we utilize a broad channel mix that we tailored to each phase of the campaign.

TV efforts (42% of total budget) began with the Super Bowl quickly followed by the Winter Olympics and then had a heavy presence in the World Cup focused on the semi-finals. We leaned into premium content in line with our target audience.

Digital (20%) built mass awareness with an online audience, drove engagement and efficiently re-targeted audiences. Efforts focused on takeovers (YouTube,ESPN,CNN), custom buzzworthy programs (Xbox,Pandora,Mashable) and programmatic digital campaigns utilizing first party data (with AAP) and third-party demand side platforms (DSPs).

Social (15%) drove streaming goals directly and amplified conversation to make it part of the cultural zeitgeist.

Outdoor (11%) included a combination of premium international and custom executions to drive social conversation.

Cinema (1%): was selected because of its efficiency.

While Amazon does not release viewership information, we can tout the success of the campaign. The Super Bowl ad garnered 14+MM YT views (the highest of any Prime Original to date) and we grew Branded Awareness over 50%. Opening weekend, we received an unprecedented volume of customer reviews for Jack Ryan on Amazon with 72% of Amazon customers giving it a 5-star rating. The series, which has already completed season two production has been picked up for a third season.