Tom Clancy’s Jack Ryan - Season 3 Overview:.
Season 3 of the action-thriller series finds Jack Ryan (Krasinski) on the run and in a race against time. Jack is wrongly implicated in a larger conspiracy and suddenly finds himself a fugitive out in the cold. Now, wanted by both the CIA and an international rogue faction that he has uncovered, Jack is forced underground, crisscrossing Europe, trying to stay alive, while preventing a massive global conflict.
In addition to Krasinski, also returning for the third season are Wendell Pierce as James Greer and Michael Kelly as Mike November. Joining as new series regulars are Nina Hoss as Alena Kovac and Betty Gabriel as Elizabeth Wright.
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OBJECTIVES
Excite and impact fans who have been waiting for 3 years for a new season.
Target key cultural moments and groups to drive awareness and urgency.
Amplify John Krasinski’s social presence with cast and Amazon support.
ASSESSMENT
The Jack Ryan Season 3 campaign for social was an exciting endeavor to take on. As a fan, I did my due diligence by digging right back into the series to re-familiarize myself with the story and character. The research to me is imperative to understand where the hero’s journey is at and how fans will react to the new season. Considering it had been three years since Season 2, fans were understandably upset for the long wait, so the first marketing beat needed to be impactful. I would also be receiving the opportunity to travel on set to the Canary Islands to capture highly produced social content for Season 3 (and 4), a feat that was a first of its kind. As Prime Video’s first flagship series, I also wanted to orchestrate a social strategy that used the power of Amazon with several partners including the Military, Thursday Night Football, Sponsors and Event opportunities.
CHALLENGES
With a Global Tentpole this large the campaign no doubt had its fair share of challenges:
First Marketing Beat Announcement
Russia Plotline:
Talent Capture:
Debut Audio:
RESULTS
Season 3 opened to a “#1 on Prime Video” debut.
Rotten Tomatoes Critics score of 83% audience score of 78%.
On Social - The Terminal List earned 4.1M Engagements and 97.7M views across published posts from talent, genre and Prime Video owned handles.
Collectively the social content capture drove 93k Engagements and 3.4M views.
Synergy coordination amongst similar audience series, Terminal List, Reacher and Jack Carr.
Including TNF amplification resulting in XYZ
Content Capture content had a significant impact on social content - with combining viewings of XYZ
Honored the military by capturing John Krasinski and Michael Kelly’s visit to the USO and coordinated John’s first ever collaboration post with Prime Video accounts as well as the USO.
Assisted talent with their socials and organized a strategy for them.
Used fan comments to tease the first big marketing beat and influenced leaders to announce the release date earlier.
CCXP Social Coverage
