![Breathe Season-2 OTT Marketing](https://img-cdn.thepublive.com/fit-in/1280x960/filters:format(webp)/socialsamosa/media/post_banners/XkYkWKgpS1FYCLpkf3jm.jpg)
We take a look at the Breathe Into The Shadows Marketing Strategy - as Amazon Prime Video attempts to keep the chatter around its latest original series alive.
Breathe- Into the Shadows, was delivered to the audience on July 10, 2020, starring Abhishek Bachchan, Nithya Menon, & Amit Sadh as the lead ensemble. A crime thriller, Breathe Into The Shadows Marketing Strategy leveraged a similar tonality .
We take a look into the marketing strategy of the Amazon Prime Original that leveraged gamification as the core tactic on social media in addition to other movie marketing tactics.
Logo Release
Breathe Season 2 marketing commenced with the launch of the motion logo on social media, showcasing light & dark hues portraying the underlying mystery the script is based on.
Character teasers
The Logo release was followed by character introductions on YouTube and other social media platforms. Throughout the social media strategy, the marketers perpetually shared dynamic posts on platforms quintessential to the marketing strategy of Amazon Prime Video India.
Meet Dr.Avinash
View this post on InstagramMeet Dr. Avinash. #BreatheIntoTheShadows #DoctorsDay
A post shared by Breathe Into The Shadows (@breatheamazon) on
The Punished: Return of Kabir
The Kidnapper
Trailer Launch
Breathe - Into The Shadows trailer was launched on 1st July 2020. The ensemble came together on a video call to announce the trailer.
Got on a call because we can't contain our excitement about the #BreatheIntoTheShadows trailer launch tomorrow! Join us live at 12 PM. Set your reminder now: https://t.co/uA84BaTrGy.@PrimeVideoIN @BreatheAmazon @TheAmitSadh @MenenNithya @SaiyamiKher @mayankvsharma @vikramix pic.twitter.com/e2ncsNMdDC
— Abhishek 𝐁𝐚𝐜𝐡𝐜𝐡𝐚𝐧 (@juniorbachchan) June 30, 2020
Trailing the trailer: Meet the Kidnapper
Presenting a twist in the tale, the Official trailer was followed by a 'Message from the Kidnapper' in an activity where the viewers were urged to play a game and interact with the Kidnapper from the series.
In the activity, the viewers were asked to call on the number pinned as a comment by the Kidnapper on the official YouTube channel of Amazon Prime Video. After the user would call on the number, his/her call would be disconnected. The consumers would then receive a call with the voice of the Kidnapper challenging them to solve a puzzle.
Amazon Prime Video's engagement activity to replicate the interaction experience with the Kidnapper reportedly resulted in receiving 50,000 + calls as per a press release.
Also read: Gulabo Sitabo Marketing Strategy: A tale of quirk & satire
YouTube comments meet Real-life
Leveraging influencers, Dolly Singh and Saloni Gaur, Amazon Prime Video launched a story, in-line with the traction received on YouTube with 'When YouTube comment meets real-life' video.
Leveraging gamified storytelling
To keep the engagement going, Amazon Prime Video also curated a series of gamified storytelling on social media platforms to introduce the plot of #BreatheIntoTheShadows. The brand shared a variety of posts leading to another, for clues and urged the viewers to help find Siya & crack the mystery in the thriller, attempting to provide them with another first-hand experience of the Original story.
View this post on InstagramSave her if you can. Stop me if you can. Wait for my next post (2/n)
A post shared by amazon prime video IN (@primevideoin) on
View this post on InstagramSo you read my previous post? Go ahead, try informing the police or wait for my next post. (3/n)
A post shared by amazon prime video IN (@primevideoin) on
View this post on InstagramA post shared by amazon prime video IN (@primevideoin) on
Post Formats: Leveraging suspense in the visual Appeal
The marketers also launched some post formats that continued the theme of suspense with CTAs and reminders for the viewers for the show.
View this post on Instagram3... 2... ? day to go for #BreatheIntoTheShadows
A post shared by Breathe Into The Shadows (@breatheamazon) on
View this post on Instagramstop everything, turn the volume up, clear your head and join us ?
A post shared by amazon prime video IN (@primevideoin) on
To Sum it up
#BreatheIntoTheShadows marketing strategy put the onus on the users, giving them the opportunity to solve the mystery. Overall, all marketing tactics allowed users to sample the show, keeping the curiosity around how the show ends high.
With OTT apps releasing new titles back to back, standing out of the clutter becomes imperative. How the marketing plan pans out in terms of contribution to viewership will be interesting to watch.