To promote its latest film, Tom Clancy’s Without Remorse, starring Michael B. Jordan, Amazon Prime Video devised an impressive operation that rivals those found in the pages of the thriller novel upon which the movie is adapted.
The global marketing campaign leveraged several arms of the Amazon business, including Alexa, Amazon Fresh, Twitch, Amazon Live and Audible Live and was geared toward young, diverse audiences including military veterans and the Black community. (This was the first time a Black actor is portraying the main character, John Clark.)
The mission included taking mailers to the next level—literally.
In the week leading up to the release on April 30, the streaming platform utilized drones to drop off themed gifts in custom-made wooden crates at the homes of celebrities, veterans and influencers. In collaboration with Fooji and DroneGear Productions, “Operation Global Drone Drop” delivered about 100 gifts in 10 countries and 12 markets, including New York, Los Angeles, Sydney, London and Mexico City. Fans were also able to enter to win a drop via Twitter and Instagram.
“The first-of-its-kind, our global drone drop was a key element in our overarching campaign for Tom Clancy’s Without Remorse. We wanted this campaign to resonate with global audiences in a big way and capture the excitement of Clancy fans,” said Jennifer Verdick, head of partnerships and consumer events at Amazon Prime Video and Amazon Studios. “Our Prime Video team worked with military and Black-owned brands, such as 5.11 Tactical and DrX. Romanelli, to distribute one-of-a-kind gifts via drones to celebrities, veterans and more across the world.”
Jordan’s role in the movie as an elite Navy SEAL and his personal connection to the military (his father was a Marine) served as marketing inspiration as well, with veterans and the military community remaining a common thread throughout the campaign. For example, Prime Video launched its first Amazon Fresh partnership, which benefited military veterans and their families in need, by delivering groceries and meals in Los Angeles with help from the nonprofit organization Village for Vets.
And in an effort to sell the book, which was published in 1993, to a new generation, Jordan joined Twitch content creator Swagg for a livestream, in which the actor interacted with fans, answered questions and gave out a few surprises. Jordan and Swagg also “raided” (aka sending viewers to another live channel) and increased visibility for Marine Corps veteran WatchToweR’s channel. After chatting with Jordan, WatchToweR kicked off a watch party.
More than 1,000 invitees including celebrities, VIPs, influencers and military groups viewed an advanced screening of the film during the virtual premiere, followed by an escape room experience, produced by Little Cinema, that mimicked a scenario from the film. Guests also received a delivery of movie snacks and drinks.
In addition to the virtual premiere, Prime Video hosted free in-theater screenings in 50 theaters around the country, prioritizing venues in predominantly Black communities, as a way of making the film accessible to a broader audience. Prime Video also partnered with organizations, including HBCU Buzz, HBCU Springfest and HBCU Pride Nation, to host an advanced screening for over 950 college students.
“With the drone drops, movie screenings and additional activations within the campaign, Prime Video was able to connect with Without Remorse’s core audiences including military, veteran and Black communities,” Verdick said.