Amazon Prime Video’s newly exclusive Thursday Night Football succeeds with the help of airport advertising.
For sports lovers across the country, fall is synonymous with football season. The American pastime brings consumers together in a major way for both major events- like the SuperBowl- as well as during weekly games. This year, Amazon Prime is taking a bigger chunk of this audience than ever before and is taking to JCDecaux Airport’s advertising networks to spread the news.
Digital screens throughout Los Angeles International Airport run bright creatives that prominently feature the kickoff times, teams playing, and direct passengers on where to watch. Their ads are a great example of advertisers using clear messaging to promote a new product or service- and it’s clear this is paying off!
According to a company announcement, the first game to stream exclusively on Amazon Prime Video was watched by 15.3 million viewers, which exceeded the company’s expectations by 2.8 million viewers. The advertising push was surely a contributing factor in this success, which by Nielsen’s figures surpassed last year’s viewership by at least 47% and led to the “the biggest three hours for U.S. Prime sign-ups ever in the history of Amazon — including Prime Day, Cyber Monday, and Black Friday.”
Brands looking for inspiration on how to launch new products, announce company news, and encourage sign ups for similar viewing events, should look to this campaign for a case study.