Amazon Prime Video has set out to celebrate the final season of its hit comedy series “The Marvelous Mrs. Maisel” with “Maisel Tov,” an immersive and exciting campaign that will go above and beyond audience expectations.
The Amazon Prime show has acquired 20 Emmy awards and three Golden Globes since its launch in 2017, a powerful player in Amazon’s effort to bolster its streaming service.
Key to the “Maisel Tov” campaign will be a one-day activation titled the “Marvelous Mile,” taking place on April 14.
The event will take place on Fifth Avenue, presenting audiences with the opportunity to visit important scenes and locations from the show’s past seasons, with a special focus on Saks Fifth Avenue.
Customers will travel back to the ‘60s, when the plot of “The Marvelous Mrs. Maisel” takes place, with vintage cars, window store displays featuring looks from the show by costumer designer Donna Zakowska and surprise dance performances by the series’ choreographer Marguerite Derricks.
Beyond the opportunity to take part in the “Marvelous Mile,” audiences will be able to indulge in limited-edition branded offers by companies looking to honour the show in partnership with Amazon Prime.
Brands that will be involved in the “Maisel Tov” campaign include Tupperware, Candier, Betty Crocker which will be revealing popular recipes from “The Marvelous Mrs. Maisel” era and even Pantone, set to release custom colour palettes inspired by the series.
The campaign proves Amazon Prime’s immersive strategy in retaining and attracting new users for its streaming service.
Before the “Maisel Tov” campaign, Amazon applied a similar approach to its Super Bowl campaign titled “Saving Sawyer” as well as its global campaign for the spot “Tache,” directed by Olivia Wilde.
