We take a look at the Breathe Into The Shadows Marketing Strategy – as Amazon Prime Video attempts to keep the chatter around its latest original series alive.
Breathe- Into the Shadows, was delivered to the audience on July 10, 2020, starring Abhishek Bachchan, Nithya Menon, & Amit Sadh as the lead ensemble. A crime thriller, Breathe Into The Shadows Marketing Strategy leveraged a similar tonality .
We take a look into the marketing strategy of the Amazon Prime Original that leveraged gamification as the core tactic on social media in addition to other movie marketing tactics.
Breathe Season 2 marketing commenced with the launch of the motion logo on social media, showcasing light & dark hues portraying the underlying mystery the script is based on.
The Logo release was followed by character introductions on YouTube and other social media platforms. Throughout the social media strategy, the marketers perpetually shared dynamic posts on platforms quintessential to the marketing strategy of Amazon Prime Video India.
The Punished: Return of Kabir
Breathe – Into The Shadows trailer was launched on 1st July 2020. The ensemble came together on a video call to announce the trailer.
Trailing the trailer: Meet the Kidnapper
Presenting a twist in the tale, the Official trailer was followed by a ‘Message from the Kidnapper’ in an activity where the viewers were urged to play a game and interact with the Kidnapper from the series.
In the activity, the viewers were asked to call on the number pinned as a comment by the Kidnapper on the official YouTube channel of Amazon Prime Video. After the user would call on the number, his/her call would be disconnected. The consumers would then receive a call with the voice of the Kidnapper challenging them to solve a puzzle.
Amazon Prime Video’s engagement activity to replicate the interaction experience with the Kidnapper reportedly resulted in receiving 50,000 + calls as per a press release.