How Amazon Prime challenged fans on Twitter to plan weddings that are #MadeInHeaven

Amazon Prime launched a series called ‘Made in Heaven’ some time back. To promote the series and generate a buzz around it on social media, Amazon tied up with Twitter. The aim was to drive relatability about wedding planning, a core narrative of the show, while using the #MadeInHeaven trailer’s key art and visual cues for recall.

Made in Heaven chronicles the lives of two wedding planners in Delhi running an agency named #MadeInHeaven. The premise of the show centers on wedding planning, and so Amazon Prime Video’s objective was to create anticipation about the show, reach audiences and increase recall. They intended to do this using the core narrative, key art, characters and dialogues from the show.

Twitter India partnered with Prime Video to conceptualise the launch campaign for Made in Heaven, focusing on three key phases for communication i.e. pre-Launch, launch and sustain. To start, Prime Video dropped the ‘Made in Heaven’ trailer along with the soundtrack of the show on Twitter driving up curiosity. This set the stage to launch a unique ‘Wedding Planner’ challenge on Twitter #MIHPlannerChallenge, a custom solution designed to put the audience in the shoes of a wedding planner and answer fun questions along the way. Participants, who successfully completed the challenge received a dynamic certificate of appreciation, featuring their Twitter Handle and profile image. 

Do you have the hustle in you to plan big #MadeInHeaven weddings like Karan and Tara?
❤️ ️or RT to prove your ‘Jugadu’ mettle at the #MIHPlannerChallenge and also stand a chance to win something special from us. pic.twitter.com/mGRwl4qkGb

— Made In Heaven (@MadeInHeavenTv) March 4, 2019

Do you think you are smart, resourceful, dominant enough to plan big fat weddings? We’d like to test you out! ❤️or RT to prove your wedding planning skills at the #MIHPlannerChallenge and also stand a chance to win something special from us. pic.twitter.com/cdizWHPaja

— Made In Heaven (@MadeInHeavenTv) March 5, 2019

It takes a special kind of grit to plan crazy rich weddings. Think you’ve got the chops?
❤️or RT to prove your wedding planning flair at the #MIHPlannerChallenge and also stand a chance to win something special from us. pic.twitter.com/9MoAnqstQo

— Made In Heaven (@MadeInHeavenTv) March 5, 2019

Q- What’s the most profound way to pass time on twitter?
A- Play a quiz that tests your wedding planning skills.

❤️or RT to prove your wedding planning skills at the #MIHPlannerChallenge and also stand a chance to win something special from us. pic.twitter.com/cXqoFveOfh

— Made In Heaven (@MadeInHeavenTv) March 6, 2019

Twitter’s unique advertising solution set, featuring conversational cards and personalised responses to the audience participating in the challenge went on to drive strong association with the show, leading up to the streaming launch. 

@AlkaRathore27 You just presented a 'oh-so-classy' wedding theme to a client. But as usual, they want more. What do you do next? ?#MIHPlannerChallenge: https://t.co/aLsXQlUaKO

— Made In Heaven (@MadeInHeavenTv) March 8, 2019

When the bride’s family wants a beach wedding and the groom’s want it in a palace, just #FindPalaceInABeach. ? No qualms whatsoever. What do you say? #MIHPlannerChallenge @MadeInHeavenTv https://t.co/GX4NBaOKm2

— Alka Rathore (@AlkaRathore27) March 9, 2019

Twitter enabled a ‘like to remind’ solution announcing the launch date for Made in Heaven. The opt-in audience received reminders on the screening day. Prime Video owned the most valuable impressions on the platform for 24 hours by launching the show with a Twitter First View + Promoted Trend. With an intriguing teaser phase and a successful launch plan, it was essential to sustain this conversation and ensure streaming audiences continue to watch the new series. Prime Video leveraged Twitter real-time nature to drop glimpses of the episodes, cast introductions through effective video ad solutions and further invited users to participate in opinion polls around the theme/show.

The campaign delivered 34 million Impressions in a week. Over 21,000 participants played the MIH Planner Challenge on Twitter. The campaign hashtag, #MIHPlannerChallenge trended organically in Mumbai and Pune during the campaign. And the MIH planner challenge ultimately helped boost the positive mentions on Twitter for the show.

Talking about the campaign, Rishabh Sharma, Head Brand Strategy, Twitter India, said, “Today, streaming shows on Twitter evoke conversations from all sides, and this audience is extremely passionate about new titles, plots, casts etc. and lives each episode on the timeline. Prime Video’s 'Made in Heaven' gave us the perfect opportunity to put the Twitter user at the center of the show storyline and sustain conversation beyond the launch date.”