Case Study: Amazon Prime boosts Jack Ryan launch buzz with Don't Panic London's interactive OOH campaign

Amazon Prime engages 9k+ users with Don't Panic London’s interactive Jack Ryan OOH campaign

The customer Amazon Prime faced the challenge of launching its flagship series "Tom Clancy’s Jack Ryan" across Europe, needing to create a bold, immersive campaign that went beyond simple awareness to truly engage audiences. The creative advertising agency Don't Panic London was tasked with bringing the high-stakes world of the series to life in a way that would resonate with passers-by in multiple markets.

Don't Panic London developed an interactive out-of-home campaign centered on the question "How Jack Ryan Are You?". This involved installing CIA-inspired puzzles and codes in key cities across five countries, turning commuters into recruits and linking to a digital hub. The vendor's solution achieved a high-impact presence with over 9,000 interactions through digital challenges, successfully positioning the series as a major event and generating significant street-level buzz.

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