At the height of the pandemic, issues regarding a lack of work/life balance and the pervasive effects of stay-at-home orders was significantly impacting families' ability to spend time together. Family quality time had fallen to the wayside, with parents and children spending increasingly more time apart. At the same time, Amazon Prime Video had made little headway with families, with previous efforts failing to make a lasting impact with those turning towards streaming services for family co-viewing entertainment. Fortunately, Prime Video's animated movie Hotel Transylvania 4: Transformania was the solution, with it's children-oriented humor, a mature theme of self-transformation parents could appreciate, and of course, the return of the beloved character Blobby. Our goal was to make Hotel Transylvania 4 the premiere family movie event of the year and establish Prime Video as a destination for families.

Our strategy was to Create Moments of Transformania designed to breakthrough the stagnant effects of the pandemic and remind parents and children what makes their bond so special. From utilizing the power of the franchise's most loved and recognizable characters to illustrate their own transformative journey, to transforming everyday mundane events such as shopping to memorable moments of fun, to transforming family movie night by creating live events designed to get families off their computers and out of the house to spend time together, every aspect of the campaign was designed to cherish families and reconnect parents and their children.

With the film's theme of transformation being truly applicable to everyone, our global campaign reached families around the world. In Brazil, our favorite characters were shown transforming and brought to life in dynamic OOH and via 3D installations. In Australia, families had the chance to get up close and personal with the franchise's unofficial mascot, Blobby, with a real-life interactive walkthrough. We transformed the monotony of the day-to-day in the United States and Canada with a Tasty partnership that allowed families to make their favorite Hotel Transylvania-inspired treats at home. In Chile, pop-up activations in malls turned family shoppers into artists, allowing them to create characters out of kits. We also transformed movie night in Argentina and across Latin America where we hosted live-screenings with activities for the family to enjoy and passed out influencer kits to design during family movie nights.

Transforming movie night and in doing so, bringing families together, was a tremendous success. Hotel Transylvania: Transformania topped Nielsen's weekly streaming chart for the week of premiere, logging over 823 million minutes watched. At long last, families reunited over the small screen, with 46% of viewers being between the ages of 2 and 11. Lastly, a celebratory conclusion to a long-loved franchise helped convey a message of togetherness that manifested itself in fun activations, activities, and media around the world. More importantly, Prime Video made an impact on families and established the brand as a home for family entertainment.