NFL Thursday Night Football on Prime Video
Integrated Marketing Campaign
The National Football League (NFL) partnered with Amazon Prime Video to live stream all Thursday Night Football (TNF) games to Prime members in more than 200 countries and territories across the globe, available on all Prime Video supported media devices and channels.
TNF was the first live sporting event streamed to Prime members and the first time Prime Video partnered with the National Football League, a partnership that continues to grow to this day. The success of the Prime Video TNF campaign inspired a number of other live streamed sporting events hosted on the Prime Video platform, such as live events for the NBA, PGA Tour, and AVP.
Buckslip, Insert, and Fridge Magnet (with TNF games schedule)
As part of the anticipation campaign leading up to the first live streamed TNF games on Prime Video, I created this buckslip, insert, and fridge magnet (with the games schedule) sent to select Prime members to inform them of this exciting new offering and to increase engagement.
Buckslip (front side) with TNF games schedule
Buckslip (back side) with coverage info, URL, and TNF/PV hashtag
Insert (front cover)
Amazon owned and operated
Amazon Homepage (desktop example) - TNF hero banner with live feed video widget window loading screen (see animated examples below)
In addition to the Prime Video platform, TNF games were also live streamed to Prime members on the Amazon.com homepage. The entirety of the game could be played full screen or could autoplay within that specific video widget window. There would usually be a few second delay while the live game feed loaded into the video window. During this delay we needed an animated loading screen visual that would indicate the ‘live’ offering and also not eat up valuable page memory. Keeping the animation as low weight as possible, I created the animated gif below with a simple nod to ‘live’.
Animated autoplayer widget loading screen - approved Evergreen version
some other widget loading screen options we explored
Anticipation messaging V1 hero banner - Evergreen (non-team specific)
Pre-Game messaging V1 hero banner - featuring team logos
Pre-Game messaging V2 hero banner - featuring team players
During Game messaging (EN) V1 hero banner - featuring team players
During Game messaging (EN) V2 hero banner - featuring team logos
During Game messaging (Spanish version) hero banner - featuring team logos
Lead up anticipation messaging
Pre-game/Day of game messaging
During game messaging
Kindle wakescreen (landscape) - promoting TNF
Kindle wakescreen (portrait) - promoting TNF
FireTV interface - TNF game day Hero with home team stadium image. Home team stadium images rotate weekly based on matchup.
Storm and Kremer - 4x3 Box Art
Storm and Kremer - 16x9 Box Art
FireTV Program Guide with Storm and Kremer promotion