Prime Video’s Wheel of Time is based on Robert Jordan's book series. This is the third-highest selling fantasy or sci-fi franchise of all-time worldwide, surpassed only by Lord of the Rings and Harry Potter. Set in a world rich with diverse cultures and people, The Wheel of Time is a thrilling, visually stunning and unique take on the premise of good versus evil. Our brief: Position Wheel of Time as the most highly anticipated new fantasy series, launching Amazon Prime Video into the fantasy genre and establishing PV as a legitimate player within the category. This will be a rallying cry for both fantasy genre and broader audiences to realize Prime Video as an all-encompassing destination for compelling content, setting the stage for what’s to come in 2022.

Our strategy was to exploit this inherent tension and pit the two opposing forces of light and dark against each other. Our idea was to juxtapose light and dark in media in unexpected ways. To win, our strategy had to be big and imaginative, and had three pillars: 1) Reward the core: To create advocates from sceptics we needed to give book fans the inside scoop on the show – just like they had with the books. 2) A canvas as big as their imagination: For mainstream fans – it’s about getting noticed and energized to jump into a new unknown world. And for your loyal fandom hoping the live action does justice to their favorite book – you want the biggest canvas you can to inspire them. 3) Turn the wheel: To fuel cultural conversation, we needed to infiltrate the domains of influence for entertainment & ignite discussion amongst

To reward the core we created bespoke scenes with star Rosamund Pike, shot during production specifically for our campaign launch moment – and seeded snippets of this content to super-fans on social to stir intrigue. As interest peaked, we painted a canvas as big as their imagination by launching the biggest show of the year using epic media placements across iconic locations. We launched The Wheel of Time in a fantastical 3D anamorphic creative, pitting Rosamund Pike’s Moiraine against arch nemesis The Dark One as they literally spilled out of the billboards. Last, to turn the wheel: we hosted a regional premiere featuring local influencers in a castle in LATAM. We also sparked engagement across notoriously conversational social platforms with masthead and first-view placements on YouTube and Twitter, and cherry-picked tentpole live event TV programming when co-viewing was highest.

The Wheel of Time was the #1 streamed show in the world for three weeks running in December of 2021. It amassed 1.16 billion minutes viewed across its first three episodes, easily topping the U.S. ranking of streaming original series. In doing so, it became Prime Video’s second-most watched series launch since Hunters in February 2020. Our anamorphic execution was more than a billboard, it was a content engine, sparking over 300k+ engagements online & earned over half a million impressions across major press titles. It was the first time that a screening event was carried out across LATAM. It was well received by influencers and guests, generating 145 pieces of additional free content, which represents $111,043 in added value. The total impressions generated across LATAM was 12,448,840 from the influencer screening, 29% more than planned.