Amazon Prime Video: Coming 2 America

The Making of a Global Cultural Phenomenon

The Challenge

The long-awaited debut of Coming 2 America on Amazon Prime Video required a big entrance into the spotlight in order to make it as much of a cultural phenomenon as its first film. On the heels of the sequel’s release, Prime Video came to The Brand Agency to assist with their various promotion plans and overarching marketing efforts. This included mass influencer and celebrity giftings of themed treats, products resulting from the film’s brand partnerships, and iconic apparel from the prequel. In addition to this, Prime Video scheduled a fleet takeover around the country with delivery vehicles wrapped with familiar faces from Coming 2 America, as well as serving meals to those in need in conjunction with local Black-owned restaurants in eight key cities in the U.S.

The Strategy

The Brand Agency worked on a PR roadmap quickly in order to jumpstart our initial plans with the streaming hub. Our team referred to our diverse contacts at major radio stations, publications, & broadcast networks to put together a multicultural list for the first gifting of Sexual Chocolate treats. For the fleet activation, our team divided and conquered contacting regional outlets in the eight participating cities. We focused on local entertainment and lifestyle press who were fans of the previous film. As the second gifting rolled around, we focused on the influencer friendlies in our network that not only have a broad audience, but who were also diverse. Lastly, we decided to work on broader marketing pitch that encompassed the entirety of Amazon Prime’s efforts to showcase the breadth of the campaign.

The Result

THROUGH OUR AGENCY'S PITCHING EFFORTS, WE SECURED OVER 727 MILLION MEDIA IMPRESSIONS AND OVER 4 MILLION SOCIAL MEDIA VIEWS.

Some press highlights included Entertainment Tonight, LA Weekly, Forbes, PEOPLE Magazine, US Magazine, AdWeek and more. We were excited to see our social friendlies like DJ Quicksilva, Charlamagne tha God, Kinya Claiborne, Justine Marjan and more, post their goodies from the film. Overall, the film and its marketing efforts were a success, planting the film as the most-streamed film launch of the year.