This campaign for Amazon Studios promoting the sequel of Eddie Murphy’s “Coming to America,” is rooted in celebrating Black excellence. More than just another movie marketing campaign, we made Zamunda accessible to comedy fans through conversation, partnership activations and giveaways.

*Humble brag: the movie broke streaming records as Nielsen’s No. 1 Streamed movie during premiere week.

Social | Zamunda Royals

To build the lives of the Zamundan Royal Family and give fans the experience of following their favorite Royals, we launched @ZamundaRoyals on Twitter and Instagram, assuming the POV of in-world Royal Family live feeds. We built an engaged community (gaining 36.1K followers on Instagram and 12K on Twitter), and increased engagement and overall reach on both platforms.

Let Your Soul Glo

A tinge of nostalgia with a new “glow” – we brought the iconic Soul Glo to life in partnership with Bronner Brothers. Our talent posed for posters and recreated soulful commercials while we surprised and delighted fans and notable influencers by mailing them bottles of their own.

The Royal Family Has Arrived

Wrapped Amazon delivery planes and vans traveled through key markets to announce the Royal Family’s arrival. Making fans feel like royalty, we executed a #RoyalGiveaway campaign, fulfilling 6 weeks of giveaway prizes.

Royal Partnerships

We had the opportunity to partner with national icons including Rent The Runway, The Brooklyn Nets and Nas. Rent The Runway made it easy for fans to dress up for the premiere with a custom Coming 2 America discount code. Zamunda took over the Brookyn Nets’ game and social handles. And Nas even created a special line of Zamundan-inspired pieces with his clothing company, HSTRY.

Crowned Influencers

Throughout the campaign, talent and influencers participated by sharing creative on their own channels and amplifying our owned messages. Talent helped us create assets from the safety of their own home with a variety of scripted, self-shoot, prompts. We also provided both talent and influencers with social media toolkits to guide content creation.