Prime Experience 2018

BACKGROUND

In 2017, Amazon Prime Video revolutionized the approach to traditional FYC events by taking over Hollywood Athletic Club to create experiential events in support of our Amazon Original Series. Prime Video was the first to introduce this approach of interactive exhibits, turning the typical “screening and panel” model on its head.

Eight immersive FYC events took place over the course of 2 weeks featuring sneak peeks and live performances with showrunners and talent for Television Academy members to experience. Each night was covered with real-time social coverage and we executed two Facebook Live events for Transparent and Patriot. Additionally, we seeded out clips and images from the FYC panels across social. Panels from the event were posted on the ConsiderAmazon.com site, on YouTube and in Social.

While The Hollywood Athletic Club activation can be considered a big win in terms of the experience that we created for Emmy voters, there are several takeaways. 1) We needed a stronger social strategy within the activation, giving customers a clear directive on how we want them to engage. While the #ConsiderAmazon hashtag was present, we weren’t able to harness any social chatter coming from the activation. We also needed to create more photo moments that users can share out on social media. While our experience was beautiful, it was more like a museum which kept voters from interacting. Netflix was able to drive social mentions due to their unique, in world photo opportunities. 2) We needed to brand the activation with an official name. Netflix saw success with their #FYSee activation as it clearly branded their effort. While we had loosely called ours the “Stream Home” that name didn’t tie into our overall strategic messaging and another name was not adopted. 3) We needed to look for opportunities for more custom panels. The performances were engaging and provided great social content, but there was an opportunity to do broader categorical panels such as a Women’s Panel, a Comedy Panel, or design an immersive event around our composers and music supervisors to drive new types of press stories. 4) We saw the same voter’s night after night, limiting the reach of our activations. We needed to devise better ways of reaching our audience to bring new voters and introduce them to our series. 5) We need to be better self-promoters. As a first to market execution, we missed the opportunity to own the disruptive narrative for Amazon. PR outreach was select and targeted, which limited our exposure. The bulk of our broad scale press came from Netflix’s own efforts to get coverage for their FYC space. We were included in the NY Times and LA Times articles as an also ran mention.

THE PRIME EXPERIENCE

In 2018, we evolved the Steam Home into the Prime Experience - an immersive For Your Consideration Emmy Experience at the Hollywood Athletic club.

For the second year in a row, the “Prime Experience” featured themed rooms and panels with Amazon Prime Original Series. This year, we ensured that all the rooms were interactive, throughout the Athletic Club. The screening events with the cast and creators of The Marvelous Mrs. Maisel and Philip K. Dick’s Electric Dreams were open to Academy Members only, but we opened up the venue to consumer audiences through unique themed evenings including “Wine and Prime” with Mark Oldman and a cartoon and cocktail night with legendary cartoonists from New Yorker Magazine.

The first floor featured the world of The Marvelous Mrs. Maisel where attendees will be able to experience 1958 New York City through the eyes of Midge Maisel. From the Maisel apartment to the Gaslight Cafe, they were able to get a unique experience. There was a “magic mirror” where they could places themselves into the series, They could digitally explore the sets with a 180 interactive video screen. From there, they’ll be able to take pictures in Midge’s living room and kitchen, then hop a subway to check out her standup at the Gaslight Café and do some “shopping” at B. Altman department store. It was a must-see for any fan of the series.

A themed area for the Grateful Dead documentary Long Strange Trip featured a photo booth that utilized light painting photography using long exposure shots. Upstairs, attendees dove deeper into Mozart in the Jungle The Grand Tour, Philip K. Dick’s Electric Dreams, and Dangerous Book for Boys. Among the activities, attendees conducted their own orchestra – just like Mozart in the Jungle’s Rodrigo D’Souza. Also, to celebrate the teams that make our actors look their best, attendees will be able to get their makeup touched up for free by expert makeup artists in our “Last Look Lounge”.

EVENTS

Events included the “Wine and Prime” evening where expert wine personality Mark Oldman paired the perfect wine with Amazon’s Prime Original Series. “Cocktails and Cartoons” was once-in-a-lifetime experience where attendees interacted with artists from The New Yorker Magazine to draw a custom-made cartoons. Jalopnik, Catbird, Women in Entertainment, Entertainment Weekly, The New York Television Festival offered additional events. These activities delivered immersive experiences for attendees as well as insightful panel discussions to drive further awareness for series we submitted for Emmy consideration.

The complete list of Prime Experience events included:

NEW YORK TELEVISION FESTIVAL: WHERE IT HAPPENS: THE ART OF CREATIVE DECISION MAKING

The New York TV Fest offers an intimate conversation on the art of bringing a series to life. The panel spotlight the creative talent behind Prime Original series and will take attendees through the stages of creating dynamic content via first-hand accounts with showrunners, craftsmen, casting, composers and executives that bring these stories to life. The conversation will highlight each departmental strength as it is presented through an insightful lens, offering advice, insight and guidance for people who love – and aspire to – TV.

Panelists:
Marc Resteghini, Head of Current, Drama
Eric Eisner, Executive Producer, Long Strange Trip
Henry Russell Bergstein, Casting, Mozart in the Jungle
Yvette Metoyer, DB4B Music Supervisor Dangerous Book for Boys
Chester Kaczenski, Production Designer, Bosch
Diane Lederman, Production Designer, Sneaky Pete

THE MARVELOUS MRS. MAISEL FYC EVENT

Winner of two Golden Globe Awards, including Best TV Series, Comedy or Musical, and Best TV Actress (Rachel Brosnahan), as well as two Critics’ Choice Awards, Television Academy members and a guest are invited to attend an evening with the cast and creators of the series.

Moderator: Paul Feig

Panelists:
Amy Sherman-Palladino, Executive Producer
Daniel Palladino, Executive Producer
Rachel Brosnahan
Tony Shalhoub
Alex Borstein
Michael Zegen
Marin Hinkle

YOU LOOK GORGEOUS DAH-LING! HOW TO BREAK INTO A CAREER IN COSTUME DESIGN

Hosted by Women in Entertainment, Emmy Award and Costume Designers Guild Award nominees, Donna Zakowska (The Marvelous Mrs. Maisel), JR Hawbaker (The Man in the High Castle) Cate Adair (The Man in the High Castle), and Monique Adams (Bosch) participated in a conversation on their journeys into a career in costume design and the importance of the craft.

Panelists:
JR Hawbaker, Costume Designer, The Man in the High Castle Season Two
Cate Adair, Costumer Designer, The Man in the High Castle Season Three and Bosch seasons one and two
Monique Adams Costumer Designer, Bosch
Donna Zakowska, Costume Designer, The Marvelous Mrs. Maisel (not confirmed)

A NIGHT OF A THOUSAND LAUGHS - ENTERTAINMENT WEEKLY PRESENTS A SPOTLIGHT ON COMEDY

Entertainment Weekly and Prime Video hosted a night of 1000 laughs with three up and coming comedians. A reception will follow where attendees can view rooms themed with costumes and interactive exhibits for each of the series being submitted for Emmy consideration.

Moderator: Entertainment Weekly’s Deputy Editor, Bill Keith
Comedians:
Brooke Van Poppelen
Rhea Butcher
Nicole Byer

PHILIP K. DICK’S ELECTRIC DREAMS FYC EVENT

Philip K. Dick's Electric Dreams is a 10-episode science-fiction anthology series that journeys into unique worlds beyond the reach of the imagination. Based on various writings from author Philip K. Dick, each standalone episode is set in a different and unique world–some which lay in the far reaches of the universe, and others which are much closer to home. While the stories may be worlds apart, central to each is the poignant and warm exploration of the importance and significance of humanity. From five to 5000 years in the future, each compelling tale illustrates Dick's prophetic vision and celebrate the enduring appeal of the prized sci-fi novelist’s work. Television Academy members and a guest are invited to a special screening of “The Commuter,” plus a moderated panel. A reception will follow.

Panelists:
Michael Dinner, Executive Producer
Isa Dick Hackett, Executive Producer
David Kanter, Executive Producer
Timothy Spall, Ed Jacobson “The Commuter”

CATBIRD POP UP STORE

The unique Brooklyn-based jewelry boutique comes to LA for a very limited time. Enjoy brunch appetizers and cocktails as Catbird team members offer 1:1 styling, and a shopable experience. Attendees can peruse the Prime Experience at their leisure, viewing themed rooms and interactive exhibits for each of the series being submitted for Emmy consideration.

WINE & PRIME WITH MARK OLDMAN

Mark Oldman, author of How to Drink like a Billionaire and renowned television host, is one the country’s leading wine personalities. Oldman will pair a signature wine with Prime Original series that include The Marvelous Mrs. Maisel, Philip K. Dick’s Electric Dreams, Mozart in the Jungle and many more. A reception will follow where attendees can view rooms themed with costumes and interactive exhibits for each of the series being submitted for Emmy consideration.

THE NEW YORKER CARTOONS AND COCKTAILS

A truly one-in-a-lifetime event, join cartoonists from the New Yorker as they draw custom cartoons for a limited number of attendees. A panel discussion will also be held where cartoonists will discuss their legendary craft. A reception will follow where attendees can view rooms themed with costumes and interactive exhibits for each of the series being submitted for Emmy consideration.

ONE MAGIC EVENING: THE GRAND TOUR MEETS JALOPNIK

Jalopnik will host one if its infamous reader meet ups in The Grand Tour room of the Hollywood Athletic Club. Attendees can enjoy light food and drinks while being part of a live taping of the popular Jalopnik car podcast with the hosts doing their own mini version of The Grand Tour.