BREAKING THROUGH THE CATEGORY CLUTTER

The majority of advertising dedicated to promoting the NFL uses the same formula of football game clips along with guys eating wings and drinking beer. When Amazon ventured into uncharted territory by streaming the NFL’s Thursday Night Football games, we broke through the clutter by showing audiences (quite literally) what they would be seeing on the Amazon stream. Using live animals, flowing rivers and real Texans, we were able to make something that has never been seen before. During the season our campaign ran, streaming viewership of Thursday Night Football rose 17% year over year.