Millions of fans streamed Twitter TrendZone each week to get hyped for Thursday Night Football.
THE GOAL
How can Prime Video leverage NFL conversation on Twitter to increase awareness and drive tune-in for Thursday Night Football?
DATA UNCOVERS OPPORTUNITY
NFL is the most talked about sport on Twitter.
But when we dug into the data we noticed something surprising…
The conversation is largely driven by reactions to content rather than original Tweets.
95%
IN FACT…
of Tweets about NFL come from Replies, Retweets and Quotes of highly influential voices — journalists, athletes, influencers
THE INSIGHT
NFL fans use Twitter to ENGAGE with the conversation versus starting it.
They engage with the latest trends, memes and hot-takes from the #NFLTwitter community.
Unfortunately, Prime Video wasn’t an authentic voice in this community yet so we needed to find a different way in.
THE IDEA
We partnered with Overtime to launch the Twitter TrendZone — An exclusive pregame show that showcased trending conversation leading up to each TNF matchup, inviting fans to engage in real-time.
Overtime is an authentic voice for the next generation of sports fans. Both a publisher and an influencer, Overtime has built the inclusive world of sports that we all wish were the norm.
TrendZone
The weekly livestream was a 30 minute studio show that featured digital influencers and content creators from Overtime and former Super Bowl Champ, Malcom Jenkins.
THE RESULTS
Each episode of TrendZone delivered over 3 million viewers in less than 12 hours.
The premiere of Thursday Night Football on Prime Video beat ratings expectations (15.3 million viewers, 9/15/22) and successfully reached a younger demographic.
