Amazon Prime Video and foodpanda’s impressive entertainment strategy

We have all experienced the combination of binge watching while munching on our favourite snacks and meals during the holiday season. In the Philippines, the holiday season from December to January was a time when most individuals spend most of their leisure hours watching videos on Amazon Prime. The entertainment giant decided to jump on board foodpanda’s platform to raise the brand’s visibility in the lives of the local people.

The month-long campaign ran across multiple touch-points on foodpanda’s platform with the aim to increase visibility, talk-ability and awareness of Amazon Prime Video in the Philippines market, and ensure a smooth experience throughout the customer journey.

Creating bingeable moments with panda ads

As a relatively newer player on the Southeast Asia content streaming scene, Amazon Prime Video wanted to become a part of the lives of Filipino consumers. Given the holiday season is when streaming and food delivery peaks, Amazon Prime Video decided to bank on the synergy and work with foodpanda to drive visibility of the brand.

While creating a carousel within the foodpanda app is common for food merchants, Amazon Prime further broke the mould by offering discounts on its subscription plans over the holiday weekend. Typically the in-app carousel is known to offer food recommendations and incentives such as daily deals, exclusive pandapro benefits, panda rewards and discounts from participating merchants.

To increase conversions, a voucher campaign #BingeWatch Weekends was launched with a promo and discount code that offered a P100 (USD$1.80) discount if consumers spent a minimum P399 (USD$7.18) on food delivery orders from Friday to Sunday.

Going the extra mile for its partners, and to amplify the campaign across multiple touch-points, foodpanda took on a number of paid ads and launched a social media and influencer marketing campaign across various channels such as Facebook and Instagram alongside its in-app ads.