In 2023, Prime Video launched a new show: Greek Salad. The story is all about friendship abroad, from different cultures. We follow the story of Erasmus students and how they manage to live, learn, laugh and cry all together.

To get people to meet each other and share memories regardless of their different cultures and origins, Prime Video highjacked the usual “Tag a friend” concept, adding a new rule: to win a trip to Greece all together, you just had to tag a group of 5 friends, but on one condition: they all had to be of different nationalities…their passports would be checked ;). Anyone was welcome, as long as they were all different.

The competition launched on the undisputed “tag a friend” platform: Instagram.

It was mainly aimed at a young audience (under 30s), to echo the characters from the series, who are Erasmus students. It was widely shared by the media and influencers of the age group.

The operation took place over the period of a week on the Prime Video France’s Instagram account.

The post wasn’t publicized and was shared purely organically.

70 different nationalities were tagged.

2000 Instagram users created their own “Greek Salad” teams to try to get to Greece.