Activating Student Agents
As the streaming wars raged on and the battle for share of minutes intensified, Amazon Prime Video partnered with Riddle & Bloom to tease season 2 of Jack Ryan. The activation whisked unsuspecting students into a covert intel mission that transported students from the classroom to the Toronto skyline.
Students were selected and given specific information for their secret mission, including where and when to report. Working with the Billy Bishop Airport in Toronto and a private helicopter company, R&B kitted out a Long Ranger 206 helicopter in distinct Jack Ryan branding.
The helicopter was mobilized to transport ten hand-selected Toronto-based university students, aka “agents”, on their mission centered around gathering aerial intelligence of the Toronto skyline to report back to their networks. The activated agents were covertly escorted to a nearby helipad via black SUV to be fitted for their flight suits before a briefing session. While onboard, the agents captured content to deliver back to their social networks through a top-secret content and information exchange, Instagram.
Increasing Our Campaign Exposure
To further promote the show, we setup an exclusive screening for 100 students to view the premiere of Jack Ryan, Season 2 at Ryerson University.
Additionally, 25 student agents were engaged as ambassadors across 15 Canadian university campuses and were digitally briefed on the world of Jack Ryan before completing several missions over a two-week period including hosting screenings and driving signups for Prime Video.
The Jack Ryan experience physically and mentally transported students from their day to day, bringing the screen to life as students lived like Jack Ryan while driving intrigue and excitement around a new season.