Aaron Sorkin’s Being the Ricardos Marketing Activation

The Challenge

In preparation for the release of the highly-anticipated Amazon Original film “Being the Ricardos” based on the off-screen lives of Lucille Ball and Desi Arnaz, Prime Video tapped The Brand Agency to amplify their marketing efforts around the premiere. Prime Video collaborated with the nation’s most trendsetting chocolate shop, Compartés, to create a limited-edition red velvet chocolate bar, paying homage to Lucille’s red hair. The Brand Agency was tasked with creating awareness and securing premier press placements ahead of the film’s debut.

The Strategy

The Brand Agency put together a comprehensive PR roadmap in order to jumpstart our initial plans with the streaming hub, which included VIP gifting to press. Our team conducted gifting outreach at major regional and national radio and broadcast outlets, as well as entertainment and food publications, encouraging recipients to a) post to their own social media and b) have their outlet cover the collaboration, creating visibility. Once the collaboration launched, we seeded our pitch out to additional contacts in the marketing, food and entertainment categories, as well as regional LA magazines to focus on Compartés being LA-based.

The Result

OVER 3.7 BILLION MEDIA IMPRESSIONS AND 17.7 MILLION SOCIAL IMPRESSIONS

As a result of our efforts, The Brand Agency was able to secure press placements in top tier outlets in the entertainment, marketing and food categories, such as PEOPLE, AdWeek, Hollywood Life, Mashed, The Hollywood Reporter and more, as well as regional Los Angeles outlet LA Weekly.