Gameday Rituals

THE PROBLEM
After acquiring the rights to Thursday Night Football, Amazon Prime Video needed to build an authentic connection with football fans and convert them to weekly viewers.

THE PIVOT
We centered on one of the most universal (and rarely spoken) truths of fandom: rituals. The slightly irrational, deeply personal game day traditions fans swear by. Lucky shirts. Sacred couches. A specific cup when the game’s on the line.Those superstitions became our narrative engine.

>> We launched a social campaign spotlighting game day quirks from influential fans across the league—content designed to be instantly relatable and highly shareable.

>> Then we extended it into the real world with an exclusive Gameday House Party in NYC. More cultural moment than brand activation, the event convened NFL legends, creators, and tastemakers to celebrate the 100th season and the arrival of #TNFonPrime.

The result: a fresh, emotional entry point into football—positioning Prime Video not just as a streaming platform, but as a new destination for the modern fan.

THE PROOF
In addition to netting a 92% increase in projected viewers for streaming broadcast, leading to APV obtaining exclusive rights two years later, our work earned  10.8MM+ social video views and over 388K engagements, surpassing all benchmarks for set APV social campaigns.