Amazon Prime Video’s Now Screaming

House of Horrors Pop-Up Shop

The Challenge

In anticipation of Halloween, Amazon Prime Video came to The Brand Agency to ask for assistance in promoting their newest genre-hub, called Now Screaming, which was set to house all of their horror titles, such as The Voyeurs, starring Sydney Sweeney, their latest rendition of I Know What You Did Last Summer, Black As Night and much more. To celebrate this launch and their horror content, they put together their very own House of Horrors pop-up shop for the entire month of October, where consumers can experience spooky twists and turns and shop for Halloween costumes inspired by Amazon Prime Video’s latest horror titles.

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 contacts at major publications & broadcast networks to put together an invite list for the House of Horrors press day, as well as garnering press ahead of the first day of the pop-up. We focused on both local entertainment and lifestyle press and Los Angeles-based editors at top tier entertainment outlets. Thinking outside the box, our team worked to also focus on the Halloween aspect of the activation, making sure to reach out to horror/Halloween events-focused writers.

The Result

OVER 154 MILLION MEDIA IMPRESSIONS

The Brand Agency secured over 154 million media impressions for our activation across the online, broadcast and social media spaces. Highlights include 2 broadcast hits from KTLA, coverage on CBS LA, stories with Los Angeles Magazine, LA Daily News, The Orange County Register, and more. Social amplifications of our press reached over 6 million followers and we had several notable hits from genre and fan verticals like Nightmarish Conjurings, Pop Horror, and Bloody Disgusting amongst others.