The horror genre is experiencing a boom, turning it into the second favourite genre amongst generation Z. At the same time, there´s an increasing number of gyms that are emerging to satisfy the needs of the people that arelooking for a way to take care of themselves and burn calories.

Our brief was to strengthen Amazon Prime´s positioning as a platform "where immersive entertainment sparks action".

The objective was to increase the affinity with the audience. Not only for the genre´s fans, but also with the younger audience, the curious and everyone seeking for a little excitement in their lives.

To spark a social conversation about Prime Video and to enhance social media engagement by having a "fan-to-fan" conversation.

To generate an impact that will be remembered by the audience which would refresh the brand´s image by triggering a growing trend that has been overlooked by competitor brands .

Prime Horror Gym is the first gym where you can train by watching horror movies. Based on a scientific research which states that watching horror movies burns calories because they speed up the heart rate and increases adrenalin levels. We turned this fact into a different experience for an audience that usually consumes horror movies and shows.

Target audience

Mostly millennials between 25 and 44 years old, with the intention of exercising, but without much success in achieving it because they are also fans of entertainment, especially consuming series and movies. But above all, they are fanatics of Twitter content and unafraid to share their own content on this network (Argentina is the third country that generates the most content on Twitter in the region).

• Approach

We caught their attention through social media with content that challenged them by integrating their passion (social networks) with their hobby (entertainment) and their New Year's resolution (going to the gym) in a way that the brand organically involved itself in the cultural codes and intimacy of personal interests.

We created a gym with specialised trainers and training booths with routines that included horror movie titles (begginer, intermediate and advanced), connected to smartbands to monitor heart rate, calorie burn and real time duration of the routine. The experience was also included into the Prime Video platform, with a special horror section for exercising at home.

Between April 17th and April 23rd 2023 in Buenos Aires City.

Horror Gym allowed to get an immediate social amplification able to track more people viewing horror genre titles in Prime Video. One organic Tweet ER of 2.71% was achieved, being above the BM of this target by +1000% (2.71% vs 0.20% BM). In less than 24 hours a total of 400K unique users were reached only on Twitter and during the first week the content reached more than 1.4M people on Twitter and Instagram.

Almost 2M people watched our Video Snacks regarding the key insight which triggered more and more people sharing our contents (1.9M interactions). Especially on Twitter where Prime Video LATAM gets 11x more conversations than brand benchmark. Before starting the campaign interactions were 62 as average by, the end of the campaign the interactions than 600 per tweet.

+5.4M IMPRESSIONS

+4.3M REACH

+1.9M INTERACTIONS

+1.7M VIDEO VIEWS

11X MORE ENGAGEMENT ON TWITTER