Prime Video's Holiday Harmony collection helps brands connect with audiences during peak shopping season
December 17, 2024 | By Matt Miller, Sr. Copywriter
Along with gifts, feasts, decorations, and parties, the holidays aren’t complete without gathering the whole family around the TV to escape into the magic of a seasonal movie. That’s why Prime Video offers the Holiday Harmony collection, featuring beloved movies that capture the spirit of the season. For the first time, the Holiday Harmony collection will also help audiences connect with the brands they love while they discover and enjoy holiday content. Hyundai and Hershey are among the first sponsors of the Holiday Harmony collection, available on Prime Video from December 12–29. This collection features winter classics and new favorites, including The Family Stone, The Christmas Switch, The Man Who Invented Christmas, Die Hard (yes, it’s a Christmas movie!), Coraline, Candy Cane Lane, and the new release of the Amazon MGM Studios film Red One, among many others.
How brands are spreading the holiday cheer with Prime Video
“Whether it's a cozy way to spend a cold night or the entertainment at the heart of a family get-together, we know holiday movies bring people together during this time of the year. Prime Video has a huge lineup of new and old seasonal films, and at Amazon Ads, we're thrilled to help audiences discover their favorite brands while watching the holiday content they love,” says Sarah Iooss, Director, Agency and Ad Sales Management at Amazon Ads. “Our first sponsors of the Holiday Harmony collection have the opportunity to reach millions of viewers during this special season to help drive full funnel business results.”
As premier sponsors of the Holiday Harmony collection, these brands receive tune-in promotions across Prime Video and social media, including premium “presented by” branding on the Prime Video Hero Unit and premium positioning across top titles in the Holiday Harmony collection with a highly-stylized, co-branded bumper.
"Working with Amazon Ads during the holiday season allowed us to bring the magic of Hershey's brands into homes in a truly immersive way. By integrating our portfolio into Prime Video, we seamlessly connected with holiday moments, delivering both heartwarming stories and sweet treats," says Vinny Rinaldi, Vice President, Media & Marketing Technology at The Hershey Company. "Our goal was to create a multi-sensory experience where our chocolates became part of cherished holiday traditions, making every festive moment richer and more memorable."
The Holiday Harmony placements feature a full takeover of pre-roll ad breaks, which includes a “presented by” custom co-branded bumper and an adjacent pre-roll spot, running against the top holiday movies. These sponsors have category exclusivity by presenting content with no commercial interruption during top ad-supported holiday movies.
“The holiday shopping season is an important time for us to drive awareness and continued sales for our vehicles before the close of the year,” says Sean Gilpin, Chief Marketing Officer, Hyundai Motor America. “Prime Video's Holiday Harmony programming gives us the opportunity to showcase our brand and product to the vast Prime Video audience through creative placements that directly connect our brand with iconic holiday moments and traditions.”
Prime Video unwraps opportunities for brands to show up alongside award-winning content
These Holiday Harmony sponsorships arrive at the end of a banner year for Prime Video. This month, Amazon MGM Studios earned eight Golden Globe nominations, with recognition in major film and television categories, led by Mr. & Mrs. Smith, Challengers, and Nickel Boys. In September, Amazon MGM Studios took home seven Primetime Emmy Awards, led by Mr. & Mrs. Smith and Fallout. In March, American Fiction, the social satire from director Cord Jefferson and starring Jeffrey Wright, won the Academy Award for Best Adapted Screenplay. This year also marks the first in which brands can reach millions of Prime Video viewers with Streaming TV ads in shows and movies.
The expansion of streaming TV ads to Prime Video shows and movies has unlocked new opportunities for brands to connect with audiences while they enjoy their favorite content. Holiday Harmony sponsorships offer brands the chance to reach audiences while they’re searching for their next seasonal watch during the peak shopping time of the year.
The Holiday Harmony collection is available to explore now on Prime Video.