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Amazon Prime Video: Prime Pages Holiday Café Pop-Up

Client
Amazon Prime Video
Services

TL;DR

Amazon Prime Video Pages Holiday Café Pop-Up 25K+ Follower Growth (+150% KPI), 3.5M+ Earned Influencer Impressions, 308 Pieces of Influencer Content To increase social media following on TikTok and Instagram by 10,000 and achieve an engagement rate of 5%, Prime Video Canada brought the Prime Video Pages: A Holiday Café Pop-Up to Toronto and Montreal. Sundae Creative proposed this multi-city event, which transformed two cafés into branded “bookstores.” This immersive event leveraged the rising BookTok trend and Prime Video’s book-to-series adaptations, generating immense FOMO and resulting in 25K+ new followers.

Amazon Prime Video: Prime Pages Holiday Café Pop-Up

Client

Amazon Prime Video

Services

TL;DR

Amazon Prime Video Pages Holiday Café Pop-Up 25K+ Follower Growth (+150% KPI), 3.5M+ Earned Influencer Impressions, 308 Pieces of Influencer Content To increase social media following on TikTok and Instagram by 10,000 and achieve an engagement rate of 5%, Prime Video Canada brought the Prime Video Pages: A Holiday Café Pop-Up to Toronto and Montreal. Sundae Creative proposed this multi-city event, which transformed two cafés into branded “bookstores.” This immersive event leveraged the rising BookTok trend and Prime Video’s book-to-series adaptations, generating immense FOMO and resulting in 25K+ new followers.

OVERVIEW

Sundae Creative and Prime Video Canada executed the Prime Pages: A Holiday Café Pop-Up in Toronto and Montreal, celebrating popular book-to-series adaptations. The goal was to increase social media following on TikTok and Instagram by 10,000 and raise awareness and consideration among Gen Z consumers. The activation was a one-day pop-up, plus a VIP event the night prior, that aligned seamlessly with the BookTok trend. In exchange for following Prime Video Canada on social media, guests received a complimentary drink or treat and access to interactive stations.

CHALLENGE

Prime Video Canada needed a high-impact strategy to significantly increase their social media following (specifically a goal of 10,000 new followers) and boost engagement to a 5% rate among the Gen Z audience. Competing for attention during the busy holiday season and against established social media trends required creating a unique, exclusive experience that generated maximum FOMO. The activation also had to effectively connect Prime Video’s adaptations to the popular BookTok community across two key Canadian markets, Toronto and Montreal, while overcoming typical logistical challenges inherent in dual-city, one-day events.

SOLUTION

Sundae Creative proposed a multi-city pop-up event called Prime Video Pages: A Holiday Café Pop-Up, transforming two cafés into Prime Video “bookstores.” The event centered on creating an immersive café experience celebrating book-to-series adaptations. The pop-ups were designed to drive social actions: consumers received a complimentary beverage in exchange for following Prime Video on social media. To build excitement and FOMO, the pop-up included a VIP Influencer Preview ahead of the public opening. This preview featured an exclusive Author Q&A panel discussion hosted by top BookTok influencer Morgann Book and featured New York Times Best Selling Author Carley Fortune. The entire activation was filled with branded elements and holiday decor inspired by popular titles.

IMPLEMENTATION

The event conceptualization and execution was rolled out across two cities:

  • Venue Transformation: Both cafés received a full re-brand, featuring a Prime awning, Christmas trees, branded decorations, and hundreds of title-inspired books (e.g., The Summer I Turned Pretty, Daisy Jones & The Six, The Idea of You, and more). 
  • Interactive Elements: Consumers accessed interactive activations like a custom bookmark station, a life-sized advent calendar, and a letter box for book wish lists. 
  • VIP Engagement: VIP Opening Nights were hosted for top lifestyle and BookTok influencers in both Toronto and Montreal. The Toronto VIP event included a Q&A with Canadian New York Times Best Selling Author Carley Fortune and BookTok influencer Morgann Book. 

Amplification Tactics: Promotion included Morgann Book’s engaging content and contest, select BookTok influencer promotions, and promotional content on Prime Video’s and Sundae Creative’s social media platforms in both English and French. Collaboration with both cafés also drove buzz.

RESULTS

  • 25K+ follower growth (+150% KPI) 
  • 3.5M+ earned influencer impressions 
  • 308 pieces of influencer content 
  • 1,075+ consumers in attendance
    • Toronto: 575+ 
    • Montreal: 500+
  • 86% VIP attendance rate (+11% of 75% benchmark) 

The consumer turnout exceeded expectations in both markets, with Montreal’s event more than doubling the café’s typical midweek foot traffic. The Montreal events alone delivered 2,027,153 earned impressions and 137 pieces of content. Guests were in awe of the transformation and excited to learn about the book-to-series adaptations.

25K+

follower growth

3.5M+

earned influencer impressions

308

pieces of influencer content

1,075+

consumers in attendance

86%

VIP attendance rate

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