Amazon
Client
Australia
Office
Project
Ring of Power
Category
Branded Content
Client Challenge
How do you create buzz around a release of epic proportions? Amazon Prime Video faced this challenge as they prepared for the highly anticipated launch of The Lord of the Rings: The Rings of Power. To cut through the noise and stand out from the expected, the campaign needed to deliver an experience that would not only engage the public but also immerse them in the world of Middle-earth.
What if a simple tram ride could take you on a journey to Middle-earth? To celebrate the release of The Rings of Power, Amazon Prime Video transformed Melbourne’s iconic tram journey from the city to St Kilda into a cinematic experience like no other. Riders were transported into Tolkien’s legendary world, as the tram itself became a gateway to the epic landscapes of Middle-earth.
In addition to the tram experience, fans were treated to an immersive tram shelter installation, where they could dive deeper into the series adaptation. This interactive space allowed Tolkien enthusiasts and newcomers alike to feel the magic and wonder of Middle-earth as they awaited the show’s premiere, turning a daily commute into an unforgettable adventure.