The Boys: A Showstopping Season 3 Promotion

When Season 2 of The Boys launched in 2020, doubling Season 1’s initial viewership and accumulating nearly a billion minutes of watch time during its 2-month release cycle, Season 3’s release was undoubtedly going to be an important event for Amazon.

Knowing of our work involving the best geeky/pop culture content creators in the world, Amazon Prime Video approached us to produce promotional content for the launch of Season 3 of The Boys.

As one of the platform’s most prized properties, Amazon was eager to align with the best superhero influencers and opinion leaders in the space, bringing a new wave of enthusiasm and excitement for the launch of Season 3. With so many fantastic influencers exclusively signed to our network, we were perfectly placed to support Amazon in this endeavor, delivering an incredible campaign that delighted the client and show fans alike.

The Campaign

Our core campaign consisted of hand-selecting 20 awesome pop-culture creators, each with passionate followings for the show, to travel to New York City, where they attended and documented an exclusive fan event and preview screening for The Boys.

Genuine ambassadors for fan culture, the influencers we worked with on the project were the perfect fit to embrace the unique sense of dark humor and over-the-top, often shocking fun that makes The Boys so beloved by fans globally.

Our creators entertainingly documented the New York event, taking part in the activations including ‘choosing a side’ between The Boys and Vought Industries, as well as learning ‘How To Join The Boys 101’ from Butcher himself.

The event resulted in an explosion of content that thrilled the show’s legion of fans eagerly awaiting Season 3’s public premiere.

In addition to the New York event, three of our content creators traveled from Los Angeles to London to attend another action-packed activation for The Boys to document all the lunacy, ultimately reaching more than 10 million pop culture/superhero fans worldwide.

Additionally, a selection of our top cosplay influencers produced compelling and humorous content from home, jumping into the rough-and-tumble world of The Boys and enhancing the show’s visibility in the public eye.

The Results

These interconnected campaigns ultimately drove massive results for Amazon Prime Video:

• 364 content pieces created by 30 influencers total.
  
• A particularly high engagement rate of 22% with TikTok users.
  
• The content generated over 18 million views to-date from fans of The Boys.

Following an incredibly successful activation for The Boys, Amazon Prime Video has since engaged our content creator network to promote the company’s other prestigious series across the action, fantasy, science fiction, and superhero genres, including:

• The Lord of the Rings: The Rings of Power (2022)
• The Boys Presents: Diabolical (2022)
• Paper Girls (2022)
• The Terminal List (2022)
• The Wheel of Time (2021)
• Upload (2020)