Amazon Stream Home 2017
OVERVIEW
As we moved into 2017 Emmy race, we knew that original, scripted content continued to increase. Netflix alone had 71 original scripted shows[1] which is more than the future programming slates of HBO, Showtime, Starz, and FX combined. Amazon had 26 titles that are eligible for Emmys this season and while that was a 100% increase in Amazon programming ait contributed to an increasingly noisy landscape. With only 6 nomination slots available, we set out to break the mold of Emmy campaigns and looked for new ideas that drive buzz for the brand.
We had to be Be Innovative and Bold in our Approach to Emmys 2017. We revolutionized the approach to traditional For Your Consideration (FYC) screening events by creating an immersive experience where we brought our series to life at The Hollywood Athletic Club – home of the first Emmys in 1949. When you are talking to 500-1000 voters per event, why only talk about one series, when you can have the opportunity to talk to them about others as well. While they may have watched Transparent, had they experienced the smart, charming humor of Catastrophe? Or if they were there for Sneaky Pete, had they noticed the production values of The Man in the High Castle?
To set new records, we also wanted to honor the entire creative process. Half of the Television Academy Membership is comprised of below the line voters so we set out to create a campaign that will highlight their craft and speak to the entire membership as customers first and voters second.
EXECUTION
Amazon took over the Hollywood Athletic Club (HAC) April 17th – April 28th to create experiential events in support of our Amazon Original Series. Working with production designers from the series, 12 rooms within the HAC were transformed to into immersive experiences from he Man in the High Castle, Z: The Beginning of Everything, Goliath, Sneaky Pete, Mozart in the Jungle, Catastrophe, Transparent, Mozart in the Jungle, Catastrophe, Transparent, Just Add Magic, and An American Girl Story - Melody 1963: Love Has To Win.
Over the two-week period, we hosted 8 For Your Consideration events consisting of a screening and a panel with Executive Producers and Series Stars. In addition to the panels, we also featured live performances to showcase the talent of our stars. Judith Light performed a cover of “Hand in my Pocket” by Alanis Morissette as seen in the season three finale episode “It’s all going to be ok” of Transparent. Michael Dorman of Patriot performed a 10 minute set of the original songs from the series.
The Hollywood Athletic Club was the perfect venue to highlight the series and give voters the opportunity to be a part of it first-hand. Ultimately, it focused voters on what specifically makes that show special and unique which we hoped translated to Emmy nominations.
THE MAN IN THE HIGH CASTLE Season 2
Production Designer: Drew Boughton
MOZART IN THE JUNGLE Season 3
Production Designer: Tommaso Ortino
[1] Doesn’t include children’s, documentary, late-night, or non-English series. Source: VOX.com; 500 scripted shows in 2017 and 71 Netflix originals: the future of TV is crowded