Amazon Prime Video
Hunters Grindhouse and Immersive 70s Experience
Awards
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2020 Drum Experience Awards The Chair’s Award |
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2020 Drum Experience Awards Product Launch/Relaunch Experience of the Year |
Hunters is told in the style of the 70s exploitation films. Taking place in 1977 NYC, the tricky subject matter involves a rag-tag crew hunting Nazis that were brought to America by the government to advance scientific efforts (based on the real-life Operation Paperclip).
Amazon Prime Video’s Hunters Grindhouse and Immersive 70s Experience gave guests an unforgettable Hunters experience. The experience transformed an entire Los Angeles block into 1977 New York City, complete with over 40 improv actors in period clothes playing everything from street troubadours to 3 card monte hustlers, 70s cars parked along the street and 16 participating stores with 70s music, employees in period clothes, and Hunters-related specials.
The experience was anchored by a re-created “grindhouse cinema” where we held a screening of the pilot and “Hunters Alley” bowling and afterparty with character-themed premiums, food, cocktails, immersive environments, and one of the 70s most iconic DJs, Grandmaster Flash, spinning songs and keeping people dancing. This stand-alone experience was a spectacular launching pad for Hunters. We turned a sampling event into an unforgettable immersive experience.
We designed the experience for three types of fan behaviors, which we call Skimmers, Dippers, and Divers.
Skimmers are completely unaware of the show, so we reached them by holding special PR and Influencer events, generating social buzz and PR. Dippers connected socially over shared passions and enjoyed the interactions with 70s characters and the party at Hunters Alley. Divers love to explore and learn, so we layered the experience with details and clues related to the show for them to discover.
The production timeline was compressed and the scale of the execution was significant. We took over an entire block in LA’s Highland Park neighborhood from February 18th to 23rd, 2020. With a theater and bowling alley as anchors, we partnered with 16 stores on the block to offer 1970s and Hunters-inspired promotions during the special event.
One key aspect of the project was the Empire Theater’s Marquee, a custom fabricated piece inspired by the 1970s grindhouse theaters of NYC’s TImes Square. The event became the buzz of Los Angeles and beyond with coverage in a wide range of publications including Deadline, Star Magazine, InTouch, MSN, US Weekly, Variety and Yahoo!
