OOH Case Study

Amazon Arizona Cardinals

Problem How does Amazon succesfully announce the launch of its new series?

Solution Create an OOH campaign targeting three highly-populated cities to drive awareness, reach, and impressions.

Background Amazon Studios continues to cement themselves as a major contender within the streaming landscape by continu- ously pushing boundaries with critically-acclaimed original content. In an effort to appeal to a larger mass, Amazon Studios is expanding its catalogue of original shows. Amazon Studios partnered with the NFL to produce All or Nothing: Arizona Cardinals, a new docu-series exclusive to Amazon Prime members. This show chronicles the team’s 2015 season, giving viewers an in-depth look at training and how the team handles wins and disappointing losses. As the debut series, Amazon Studios needed to raise aware- ness and excitement of this new program during football’s off-season and ensure key stakeholders of the NFL were aware of the new program.

Objective The All or Nothing brief focused around these core objec- tives: Communications Objective: • Ensure key NFL stakeholders were aware of the new series • Showcase Amazon’s depth of original programming • Create strong awareness of the new show Advertising Objectives • Utilize high frequency formats to drive impressions • Elevate Amazon Studios to the level of network and cable competitors with a larger-than-life presence in Times Square • Select proximity units to NFL stakeholders

Strategy The team developed a multi-layered OOH campaign that achieved the core advertising objectives of driving engagement and impressions levels across New York, Los Angeles, and Phoenix. Through point of interest targeting and utilizing audience mea- surement system TOPS, the team selected the best formats in each market that would drive awareness, reach, and impressions. Where possible, the team selected formats that were large in scale and impactful among our target audience. LA:

Outdoor Advertising Association of America Mindful of the team’s objectives of creating a general awareness lift and targeting key NFL stakeholders, it recommended heavy bulletin and shelter coverage in key areas. The team developed a unique shelter package for Amazon Studios to cover key entertainment areas (the Westside, West Hollywood, Hollywood, and Century City). The media company used mapping software to hand-selected bulletins throughout LA’s entertainment areas and targeted NFL’s offices to ensure they were aware of the joint partnership of Amazon & the NFL.

NY: The team recommended subterranean and street level transit inventory to cover the various lifestyle touch points of New Yorkers. In an effort to target key NFL stakehold- ers, it clustered wallscapes and spectaculars blocks away from the NFL headquarters. One of the most prominent sites on this plan—a spectacular in Times Square—garnered much attention and buzz online. The creative for this plan featured the Arizona Cardinals huddled around defensive Cornerback Patrick Peterson. The unit transcended the OOH territory with shares on social media from The Arizona Cardinals, head of NFL’s PR, and Patrick Peterson.

PHX: As the setting of the show and hometown to the Cardinals, the team recommended sites that would create synergy with the Cardinal franchise. In Phoenix, the team recom- mended heavy bulletin coverage along major highways and supplemented this coverage with wallscapes in order to reach areas with high-foot traffic. Waterdance Plaza, the home field of the Arizona Cardinals, is a major social and entertainment center in Phoenix.

Plan Details Markets: Los Angeles, New York, and Phoenix Flight Dates: June 2016 - July 2016 OOH Formats Used: Bulletins/Shelters/Spectaculars/Walls- capes/Urban Panels/ 2-sheets Target Audience: 18+; M25-54 Budget: Amazon included OOH as one of the 3 media chan- nels for this plan. OOH received 23% of the budget, which is higher than the industry norm. It delivered 30% of the total plan impressions. The total split of budget for all media was as follows: OOH = 25% Cinema = 16% Digital= 59%

Results OOH was a great success, in particular the Times Square corner domination, which earned additional impressions through on- line media. Apart from delivering 157m impressions, the earned media from NFL stakeholders was excellent.

Audience Metrics Target Audience TRPs: • Los Angeles: 496.32, (18+) & M25-54L 621(M25-54) / • New York: 462.84, (18+) & M25-54: 566.28(M25-54) / • Phoenix: 255.6 (18+) & M25-54: 353.28(M25-54) Target Audience Reach: • Los Angeles: 7.9M, (18+) & 2.44M(M25-54) / • New York: 8.8M, (18+) & 2.54M(M25-54) / • Phoe- nix: 1.1M(18+) & 387K(M25-54) Target Audience Frequency: • Los Angeles 56.4% (18+) & 62.1% (M25-54) / • New York: 53.2%(18+) &: 57.2%(M25-54) / • Phoenix: 28.4%,(18+) & 36.8%(M25-54) Additional Relevant metrics: IMPRESSIONS: • Los Angeles: 70.4M (18+) & 24M (M25-54) / • • Phoenix: 10.2M (18+), 3.7M (M25-54) New York: 77.7M (18+) & 25M (M25-54) /

Outdoor Advertising Association of America Outdoor Advertising Association of America