Amazon Prime Video consistently gets creative with its experiential marketing campaigns for The Marvelous Mrs. Maisel. For Season 1 of the period comedy series, the streaming service revived Jewish delicatessen Carnegie Deli in New York. For Season 2, the brand hosted Maisel Day, rolling back pricing to 1959 at 40 retailers in Los Angeles.
To build buzz around the third season of one of its most popular original series, Amazon Prime Video launched a month of event promotions for December—one of which took 20 fans of the show to Las Vegas on a private jet.
Season 3 of the Emmy-winning show, which premiered Dec. 6, is set in 1960 and sees main character Midge Maisel (Rachel Brosnahan) and her manager Susie (Alex Borstein) take her stand-up comedy routine on tour to cities including Las Vegas. Inspired by the setting, the streaming service partnered with regional private jet company JSX to host “One Marvelous Night in Vegas.”
On Dec. 5, the streaming service invited 20 fans to board a branded pink jet (Maisel’s favorite color) in Burbank, Calif., and encouraged them to wear ‘60s-themed getups. The flight to Vegas included an on-board announcement recorded by Brosnahan, along with themed cocktails and hot pink tote bags filled with gifts inspired by the series. After landing in Sin City, guests were treated to an overnight stay at The Cosmopolitan of Las Vegas and a performance of Vegas! The Show.
Jennifer Verdick, head of partnerships and events for Amazon Prime Video, said the brand hosted the trip to thank select fans that have posted about the show since it debuted in 2017 by bringing them to a location featured in the new season. Amazon Prime Video released a video documenting the trip on its social channels.
The month-long campaign for Season 3 also ties into the show’s New York setting and its Jewish characters. The brand collaborated with Intersect by Lexus—a New York restaurant with rotating chefs—to celebrate Hanukkah with eight nights of events that are open to the public. The partnership with the space was natural, Verdick explained, because the restaurant’s current residency is Mishiguene, a Jewish restaurant based in Buenos Aires.
Events will kick off Dec. 22, the first night of Hanukkah, with a menorah lighting and tasting of a Manischewitz cocktail named Friday Night Lights, which was created by Intersect.
Other Hanukkah events at the venue will include a latke demonstration by Mishiguene executive chef Nickolas Martinez and a joint donation announcement from Intersect and Amazon Prime Video to Covenant House, the New York-based homeless shelter whose board includes star Brosnahan. Each event will offer themed giveaways for guests such as pink glass ball ornaments, pink Hanukkah gelt and pink menorahs.
For the promotional push, the streaming service also partnered with Fontainebleau Miami Beach hotel to launch themed hotel packages and an in-hotel photo op; dental brand Marvis to offer limited-edition toothpaste kits; and nail brand Deborah Lippmann to release a package of manicure essentials.
“Our objective is to bring The Marvelous Mrs. Maisel to customers in a fun, unique and memorable way,” Verdick said. “We develop partnerships and events that resonate with our fans, and we are always exploring ideas that have never been done before.”
Amazon Prime Video’s experiential campaigns for previous seasons of the series have proven successful. Maisel Day, which the brand deliberately timed to the first day of Emmy voting on Aug. 15, garnered 335 million PR impressions and an estimated $154 million in media value, according to Amazon. The activation won a Clio in the experiential for television and streaming category this year.
As The Marvelous Mrs. Maisel was just renewed for Season 4, Verdick said the brand plans to continue its event campaigns for the series into 2020.
Ian is an experiential marketing reporter for Adweek where he covers brand activations and experiential trends. Previously, he was an editor for BizBash where he covered events such as CES, Sundance Film Festival, NYC Pride, and C2 Montréal. Originally from Maryland, Zelaya also was a reporter for Baltimore Style magazine and Washington Jewish Week. He has a degree in mass communication from Towson University and lives in Brooklyn.