Amazon Brand Stunt

This promotional brand stunt by Amazon brings their November 2020 TV commercial to life in an exciting and immersive way. A giant Amazon Prime box with a countdown clock creates anticipation for a secret live performance. Ambassadors in the area distribute a limited number of VIP passes, granting access to the live event, along with mini Amazon boxes containing clues about the surprise performer. The performance will also be streamed on Amazon Music as part of the Holiday Play Artists event, allowing Prime Video users to enjoy the show from their mobile or home devices. After the performance, the spotlight will move onto the side of the Flatiron building displaying the campaign’s slogan “The Show Must Go On” with Amazon’s logo.

Scope: brand research, location scouting, concept development, visual identity, ambassador guide, activation collateral, packaging