Amazon Prime Video

A trailer, a poster, and a few images just don’t cut it for promoting movies and shows anymore. But how do you do it on Twitter, where everyone’s talking about films and series, without falling into traps and staying culturally relevant? Well, here’s how. :)

DOJO.DO + Twitter Next Content (formerly Twitter ArtHouse)
feat. Babi Magalhães

A few years ago, a precedent was set: a streaming service’s account (or any studio, distributor...) online can’t just be about dropping trailers and release dates—and when it does, it can’t be just about trailers and release dates. It needs more. It needs to be plugged into what’s happening in the world, what’s happening on the platform, with a provocative, witty tone of voice... to be on Twitter like an actual Twitter user.

Working alongside the Content Power House team, my job was to show Amazon Prime Video the best paths on the platform, while also providing insights that connected the brand and its content with the audience—like when Vih Tube looked straight into the camera on BBB21; when the "Can I? You may" and red flags trends popped up; when the second DC FanDome happened; when August Never Ends; when the meme "And outside of Stories, you good?" surfaced; when Messi left Barcelona; when the 7-1 anniversary hit; when the iCarly reboot dropped; when sped-up WhatsApp audios became a thing; when Monday arrived; when Gil do Vigor saw the percentage of Kerline’s BBB elimination; when that ship got stuck (then unstuck) in the Suez Canal; when Easter came around; and, phew, when our big moment arrived—which I’ll talk about below. :)

The day Twitter killed Fleets

Maybe you remember, but let’s refresh: for almost two years, Twitter had its own version of Stories, called Fleets. You know the deal—disappearing after 24 hours, etc. It wasn’t exactly a hit, so the platform decided to shut it down on August 1, 2021.

Out of all the things Twitter users could’ve done—like completely ignoring it—they decided to use the feature one last time to post the infamous nudes. Or ~suggestive~ pics. Or even some truly explicit ones.

It was a Sunday, but the opportunity arose, and after I messaged our CPH group, the whole team moved fast so that, within hours, Amazon Prime Video joined the fun. How? By going... all-in on The Boys vibes.

As Felipe Gomes, former Creator Content Manager at Twitter Brazil, put it on LinkedIn, "The engagement results were incredible, proving once again the power of combining timing + context to make campaign interactions and Content PowerHouse activations relevant for the timeline and our clients."