Amazon prime celebrated sisterhood and the spirit of Harlem with a 3 day “pop in” experience.

Challenge

Promote the new Prime Video series, Harlem, while paying homage to the beloved neighborhood and members of its community.

Insight

The show itself highlights the key themes of sisterhood and female empowerment. With such important topics in mind, we knew it was vital for us to be as authentic as possible.

Therefore we ensured all elements of the campaign laddered up to these themes. We identified 6 Harlem-based, black, female owned brand partners to participate in the project and we chose a historic venue, in Harlem of course, one worthy to host such an event.

Solution

We produced the Harlem Premiere party and “Harlem Ever After”, a three-day consumer “pop-in” that partnered with Harlem businesses, prominent local artists and entrepreneurs.

The event celebrated the show’s themes of sisterhood and the spirit of Harlem through curated programming and community partnerships. Female-owned Harlem entrepreneurs showcased their products in specially designed photo-op vignettes. Local Harlem artists created murals drawing inspiration from the series. A fashion show based on the styles of the four main characters was curated in collaboration with Harlem’s Fashion Row and designer Kimberly Goldson. Over four days, the event was open to VIPs, members of the media, influencers, and the local community.

Results

2k+ attendees / 50m+ media impressions / Media Coverage from cbs2, pix11, Hip Hop Wired the Urban Daily