Categories Name : SPECIAL AWARDS

Sub-Category : Best use of Native Advertising

Entry Name (Campaign) : Prime On Your Plate

Results

Tired of watching the same reruns? Introducing Prime Video Channels, a first-of-its-kind service that lets users add 9 paid subscriptions to their existing account. With add-on subscriptions such as Discovery+, Lionsgate Play, Eros Now and many more to choose from, this was a game changer in the world of Indian OTT.
Our objective was to promote Prime Video Channels, amongst existing Prime users and the larger base of SVOD entertainment users, aged between 18 to 44 years from the top 7 Indian metros. Through GWI & Comscore we identified dining, food and online transactions as being high affinity drivers for this audience. This discovery led to a simple, yet powerful insight: When we’re thinking of what to eat, we’re also thinking of what to watch.
Enter ‘Prime On Your Plate,’ a fun quiz game on the Swiggy food delivery app that invites users to not just binge eat but also binge watch at the same time. Through the quiz game, we rewarded users for their knowledge about Amazon Prime Video Channels by asking 5 simple questions to win Swiggy Money.

With this idea, we delivered a binge-worthy combo to our audience and the results were just as appetizing:
1.01M users took the quiz
123K winners
3.9M overall clicks
16M video views
55M impressions
14.6M users reached
The ‘Prime On Your Plate’ quiz game organically found its way to deals & coupon sites urging discount hunters to put their Channels knowledge to the test and win Swiggy Money. This partnership led to the successful launch of Amazon Prime Video Channels and 4 new Channels were added to the list of add-on subscriptions for fans to binge on. This just goes to show that when it comes to binge eating or binge watching, you can never have enough Prime On Your Plate.