Marvelous Marketing for Amazon’s Latest Hit Show

By Bethany, Social Media Strategist | December 6, 2018

A sandwich worth the schlep!

If you haven’t heard of the Marvelous Mrs. Maisel, then you’re missing out on Amazon Prime Video’s award-winning show, which today received three Golden Globe Award nominations for its relatable, timeless story content.

We think the show should also win an award for its savvy marketing campaign to kick-off the premiere of its second season. For one week only (December 1 – 8), viewers were invited to visit Carnegie Deli, and be transported back into 1958- the era of the show.

Open for four decades, Carnegie Deli closed in 2016. For this promotion, however, Carnegie Deli and Amazon Prime Video created an immersive experience for this limited time only, offering patrons 1958 décor, jukebox, photo booth, and EVEN the menu.

Where can you get an authentic Jewish-deli sandwich, knish, pickles, and black & white cookies for a less than 99 cents each, nowadays? And to make it even more brand-related, they released twists on their version of deli sandwiches based on characters of the show, creating “The Maisel” and “The Susie.”

Naturally, consumers flocked to this pop-up shop, resulting in a waitlist of 6,000 people to get in.

So, why was this simple idea so genius? We’ve seen an influx in consumers wanting to get back to simpler times, more authentic experiences, and nostalgia.

This pop-up shop gives consumers an experience that is vintage, could be relatable to those alive during that period, or intrigue a younger audience looking for a different experience. It also created a sense of community for loyal viewers gathering together to celebrate the start to a new season.

It’s the personal touch of this campaign that really creates a strong brand loyalty, and sparks conversation to get more exposure. Amazon Prime Video could have done traditional marketing efforts to increase viewership of their new season, but instead they took the extra step to make their audience feel a part of the brand identity.