Prime Video was ready for the global launch Season 2 of Upload, it’s #1 half hour comedy series which takes place in a future where people can upload their consciousness to a luxurious digital afterlife. Given it had been two years in between seasons, we needed a culture breaking idea to re-ignite our dormant fanbase driving conversation and viewership.

To lean into the timely cultural relevance of this show that explores The Metaverse, our marketing campaign set out to demonstrate that “virtually anything is possible” in Upload. To leverage this idea across all customer touchpoints, we created a campaign that explored the intersection of technology and humor, such as creative filled with attention grabbing digital elements that could only happen in the Upload (infinite AI Guys, dog therapists, etc.). Our most ambitions tactic was a truly first of its kind meta experience, where fans of Upload could upload into Lakeview – the fictional afterlife destination in the series.

Our customers are highly digital and social, so we needed a big idea that could capture their attention online, ignite fan love, and eventize the long-awaited return of the series.

We looked at what was driving cultural conversation and saw endless stories about the Metaverse and virtual existence – from Facebook changing their name to Meta to NFTs shaking up the world of digital currency. This gave us an idea: what if fans of the show could actually Upload themselves? This would allow the fans to gather together feeling connected, while also experiencing their favorite show in a whole new way. We would of course amplify this through the most influential tech influencers out there.

In close partnership with Greg Daniels and the show’s production designers….We created an online game and social hub using state of the art technology including 3D LIDAR scans, Cinema 4D, and a Unity Game Engine. XX

The customer journey began with fans creating their very own Upload avatar before "uploading" themselves. Once in Lakeview they could virtually live the life of an “upload” including interacting with avatars of their favorite characters, changing the weather with a thermostat and getting pet therapy.

To eventize this pop-up, we had a scavenger hunt for the Golden Egg (a storyline from the show) to get entered into a sweepstakes, adding excitement and urgency. We also enlisted the help of the top virtual influencers including FN Meka creating a mixed-reality engagement storm. We even built FN Meka into the game as an easter egg for his fans to discover!

And The results were that Upload became Prime Videos most watched comedy and fans on the internet couldn’t stop talking about it!

• Upload remained Prime Video’s #1 Comedy of all time for a second season.

• Upload generated the highest social talkability score for any Amazon Original Half-Hour Comedy in the last 12 months

• The top performing post was a TikTok Duet between FN Meka and talent from the show generating +200K likes (a 15.7% ER)

• +23K fans flocked to the site to gather together, the equivalent of selling out the Hollywood Bowl AND Radio City Music Hall

• Engagement Rates surpassed IG’s benchmark by 114%