AMAZON - 20TH CENTURY FOX BRANDED COLLABORATION (2016)

Context: Launch of Deadpool movie Blu-ray Limited Exclusive Edition for Amazon.it

Challenges: 

• Low discoverability of the product within Amazon website.

• Higher price point and limited added value of the Exclusive Limited Edition vs the Standard edition (5 posters).

• Pre-negotiated 500 copies of product stock with the vendor.

My Strategic Approach:

Partner with 20th Century Fox, to create a viral video to post on Amazon social media to promote the Exclusive Limited Edition.

Execution

• Shoot a video of Deadpool visiting real Amazon offices in Milan.

• Create a humorous script in character peculiar humorous tone to promote the product

• Casted the original italian dubbing actor to impersonate Deadpool in an authentic way

• Distribute the video on Amazon official socials the day of the release

• Joint press-release with 20th Century Fox

Results:

• Limited exclusive edition sold out in one day on Amazon

• 10K engagements on Social Media