While networks are on stage wooing advertisers and dispelling any idea that television is dying at this year's upfront presentations, digital disruptors Amazon and Condé Nast have planned clever activations to sneak into one of media's biggest seasons.
While Amazon Prime doesn't make room for advertisers, it still found its way to the upfronts. From 13-15 May, Amazon relaunched a marketing campaign for The Marvelous Mrs. Maisel.
Last December, Amazon launched a pop-up experience with the Carnegie Deli, a fixture in the TV show. During upfronts, Amazon rolled around a Carnegie Deli food truck to different networks' presentations.
“We’re delighted to bring The Marvelous Mrs. Maisel Carnegie Deli back to NYC, but this time, on wheels," said Mike Benson, Amazon Prime Video’s head of marketing. "We figured that New Yorkers and those attending the upfronts could use a good meal. What better way to enjoy springtime in New York and the upcoming broadcast season than with a pastrami on rye, a classic soda and a good black and white cookie?”
Amazon started the tour outside NBC Universal's presentation at Radio City Musical Hall on 13 May. Actors dressed in 1950s attire came up to people waiting on line for the event, saying the Amazon-sponsored food truck was right around the corner.
Condé Nast already pitched advertisers its digital portfolio earlier this month during NewFronts week, but the company apparently wasn't satisfied.
The publisher took over a 155-foot billboard in Times Square reinforcing its new branding as TV's 'new primetime'.
Condé Nast also set up shop in pop-up living rooms to remind advertisers that major networks aren't the only way to reach their target audiences. Condé Nast spent Tuesday across the street from Disney's event at Lincoln Center, and Wednesday outside CBS's presentation at Carnegie Hall.