Event Marketer Summer 2023 - 86

BEST USE OF EVENTS FOR
CONTENT
EX AWARD WINNER
CAMPAIGN: The Wilds Live Trailer
CLIENT: Prime Video
PARTNER: Little Cinema
Ahead of season two of " The Wilds, " a series
that tells the story of a group of girls who find
themselves stranded after a plane crash and
at the center of a " twisted social experiment, "
Prime Video reimagined the traditional
promotional trailer format into a live event
experience that brought in 11 social media
creators to observe and film performances in
real time, and create their own trailers to be
posted on their social media channels. The
social experiment in and of itself helped Prime
Video generate multiple pieces of unique
content from one event and reach consumers
across social media by leveraging multiple
influencer perspectives.
For the event, the team built an open set
at Will Rogers State Beach in Los Angeles
and scripted a sequence of performances
featuring actual show cast members. The
trailer environment " replicated the voyeurism
of the show, " the team described, giving
creators and fans the opportunity to act as
puppet master-just like the show's antagonist
who is responsible for orchestrating the social
experiment at the center of the show's plot.
All along the beach, the team placed open
decorative frames on stakes that allowed
the creators to literally frame their shots as
needed.
In addition to the individual creator trailers,
Prime Video also live streamed a version of the
live trailer from the official " The Wilds " social
media pages. Finally, the team cut the official
trailer to be distributed across all " The Wilds "
and Prime Video channels, all shot in one
take on a single camera. That's three types of
unique content-creator content, a live stream
and a one-shot trailer-from a single event.
And every trailer pulled fans deeper into the
story, generating fan engagement and fueling
theories with red herrings " that were begging
to be analyzed. "
Each creator used their preferred editing
technology, and the finished trailers were
published across multiple social media
platforms. The results: More than 100,000
views of the trailer, 361,000 impressions
and nearly 20,000 engagements on the livestreamed
trailer on Twitter and YouTube; and
140,000 views, 518,000 impressions and
35,000 engagements on the one-shot trailer
posted to Instagram, Twitter and YouTube.
Pretty wild.
86
EVENT MARKETER SUMMER 2023
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https://www.nxtbook.com/accessintelligence/EventMarketer/evm_sb_october-2024
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https://www.nxtbook.com/accessintelligence/EventMarketer/evm_mrd_december-2023
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https://www.nxtbook.com/accessintelligence/EventMarketer/evm_september-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-summer-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-spring-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-and-mrd-december-2022
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