Amazon Prime Video’s 360° promotional campaign around its Roland Garros official broadcast (shared with France Télévisions and Eurosport) which focuses on a package of 10 major evening session, early round matches and all games on the Simonne-Matthieu Court being broadcast exclusively on Prime Video and runs from the end of May through to Mid-June.
The online video platform rolled out an integrated campaign with multiple promotional strands to drive awareness of its Roland Garros broadcast spanning its own channels, digital, social, TV, radio, print, PR and events.
The campaign was spearheaded by a hero ‘Hello – Evening Sessions’ spot running on Amazon Prime Video and across its social channels with further supporting clips and videos featuring Stan Wawrinka, Bob Sinclar, McFly and Carlito, plus Lucas Pouille.
Another key campaign strand was the launch of a new version of the music video ‘Hello’ originally released back in 2010 which was shot on the Chatrier Court and featured French DJs Martin Solveig and Bob Sinclar. In the new version of the video, Solveig and Wawrinka (winner of Roland-Garros in 2015 and forfeit for 2021) play on court with Pouille and Sinclar, while McFly and Carlito act as referees.
Shot at night and co-produced by Amazon prime Video and Temps d’Avance, it was initially teased with comic clips days ahead of the official, full-length video release.
In terms of experiential events, Prime Video built a highly visible installation in Paris’ Tuileries Garden – including a full-size tennis court – and invited sports personalities, celebrities and influencers (including Jean Imbert, Camille Lacourt, Daniel Riolo, Géraldine Maillet, Alicia Aylies and Ladji Doucouré) to be interviewed by host Thibault le Rol from the branded space and also hosted an evening novelty tournament at the installation on 31 May.
PrimeVideo_JardindesTuileries_May2021 from Romain Mabil on Vimeo.
“Few countries have their Grand Slam, France is one, it’s a unique event. So we have rolled out a comprehensive, integrated promotional programme,” outlined Amazon Prime Video European Director of Sports Alex Green. “Sport is a key element of our Prime Video offering and Roland-Garros is one of the most important sporting events in France so will help us recruit new subscribers. Streaming will become more and more popular, on all devices. It offers flexibility, there are more and more offers, choices and sport will offer more possibilities in the future to become even more accessible. ”
Comment:
For several years now, sports streaming (OTT) has been a key driver for the growing sector of streaming services as the market responds to changing technology and consumption patterns.
And for Amazon, this means Premier League in the UK and tennis in France and this initiative’s main objective is to drive new subscribers to both its video platform and its Prime delivery service and to promote the €49 annual subscription and the 30-day free trial.
To support its Roland Garros broadcast, Amazon Prime Video recruited a strong team of sports journalists and tennis analysts including Sarah Pitkowski, Frédéric Verdier, Benoît Daniel, Antoine Benneteau, Thibaut le Rol, Clémentine Sarlat, Amélie Mauresmo, Fabrice Santoro, Paul-Henri Mathieu, Pauline Parmentier, Arnaud Clément, Marion Bartoli, Patrick Mouratoglou, Arnaud Di Pasquale, Séverine Beltrame, Sergi Bruguera, Virginie Sainsily, Sandra Tshiyombo, Alban Lepoivre, Olivier Jacquemin and Paul de Saint-Sernin.
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