The Terminal List - Season 1 Overview:.
James Reece (Chris Pratt) returns home after his entire platoon of elite Navy SEALs are ambushed in a mission gone wrong. After being ostracized from the Navy, Reece realizes there is something more at play as he begins to untangle a web of conspiracies leading him to protect himself and the ones he loves.
Chris Pratt is joined in this thriller by Constance Wu, Taylor Kitsch, Jeanne Tripplehorn, Riley Keough, Jai Courtney, JD Pardo and Patrick Schwarzenegger.
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OBJECTIVES
Catapult The Terminal List into the Global Zeitgeist.
Elevate & differentiate from traditional action/revenge titles.
Honor the military through authenticity and charity.
ASSESSMENT
The Terminal List was Amazon Studios’ largest tentpole title of the summer, and this was my first project upon arriving at Amazon - I definitely had my hands full, but I was excited to jump in. My pathway started with establishing relationships with all contributing teams such as Public Relations, Partnerships, Events, Media, Influencers, Art and Marketing. Next, I assessed where the current social strategy stood, the creative approach was in a good place and I was excited to dive in deeper to develop and form the series’ narrative of a thrilling conspiracy. From a social standpoint I knew Chris Pratt was going to be our largest driver in spreading the word on social. This project also presented the opportunity to conceptualize and direct a social focused content capture with the cast to make sure our social content was of the highest calibur on social.
CHALLENGES
With a Global Tentpole this large the campaign no doubt had its fair share of challenges:
Gun Pivot: Originally the marketing team had a prominent display of guns within our art and AV content for the series. However upon several real world gun violence events in the news - we decided to pivot away from showing guns within our marketing. For social I made sure not to use insensitive language within community management and made sure our creative was also seen as a fictional story. Ultimately I wanted to make sure the social content was never seen as a blatant display of violence but rather a fictional story that honored the military.
Paid Media: I had never taken on a paid social strategy of this caliber - I was nervous but excited to begin. We had media and paid opportunities on all the major platforms including Facebook, Instagram, Twitter, Reddit and Snapchat. Twitter was the most challenging with a ‘Tweet to Remind’ activation that made users choose their own adventure, based on their answers they would receive different responses at the end of the week including an exclusive clip. The challenge was coordinating the creative needs along with our Twitter reps to make this a premium experience for customers.
Content Capture: In my experience, I have conceptualized and worked with talent for social several times - however this content capture experience was monumental. Chris Pratt, Taylor Kitsch, Constance Wu and additional cast all came together in Los Angeles for a social focused shoot. The challenge was to create content that would be most impactful on social to drive the intent to view on the series. The concepting process went through several revisions upon internal team approvals however I was happy were it netted out. On shoot day we had a few minor bumps, but I was happy with the content we captured and released on social. A few of my favorites include, book to screen, teaser reactions, and series related games.
RESULTS
The Terminal List opened to a “#1 on Prime Video” debut, and consistently stayed in the platform’s “Top 10” throughout 2022.
The series averaged 1.6 billion minutes viewed across eight episodes.
Rotten Tomatoes audience score of 95%, 4.6- star rating on Amazon Reviews and 8.1/10 Audience Rating on IMDb.
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.
On launch weekend we coordinated the release with a UFC 276 media buy. On the social end this included a social sweeps, T-List fight card, fighter influencer posts including Joe Rogan and Fight of the Night add-ins resulting in 14.2M Impressions and 699k Engagements in one weekend on social.
Chris Pratt and Terminal List author Jack Carr were the hugest drivers on social and I was pleased to have established an amazing relationship with their teams.
When Instagram Collabs first rolled out - I was able to coordinate Chris’ first ever collaboration post with the Prime Video account for the first look of James Reece debut.
Chris Pratt updated his social profile with James Reece profile icons and Terminal List banners all pointing towards the release date.
Additional Wins
Creative: The social creative was one of my favorite parts of the campaign, here are a few of my favorites I enjoyed conceptualizing and directing:
Behind The Scenes: Content was plentiful with impactful moments from production with the cast and crew to bring fans further into the series:
Military: With such close ties with the military, I wanted to make sure our content was always honoring the Navy SEALs and all active military: