{"id":26282,"date":"2023-09-11T10:49:27","date_gmt":"2023-09-11T17:49:27","guid":{"rendered":"https:\/\/presskitchen.com\/?p=26282"},"modified":"2026-01-28T09:50:16","modified_gmt":"2026-01-28T09:50:16","slug":"amazon-debuts-boiler-room-campaign","status":"publish","type":"post","link":"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/amazon-debuts-boiler-room-campaign\/","title":{"rendered":"With Music by BUTTER Music &#038; Sound, Amazon Debuts Boiler Room Campaign for &#8216;Thursday Night Football&#8217; on Prime via Ad Age"},"content":{"rendered":"<h2>Marshawn Lynch and Prime\u2019s announcers will \u2018turn on\u2019 the action each week in spots from Erich and Kallman.<\/h2>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-26283\" src=\"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2023\/09\/Football-on-Prime-.webp\" alt=\"\" width=\"660\" height=\"440\" srcset=\"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2023\/09\/Football-on-Prime-.webp 660w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2023\/09\/Football-on-Prime--300x200.webp 300w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2023\/09\/Football-on-Prime--350x233.webp 350w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2023\/09\/Football-on-Prime--600x400.webp 600w\" sizes=\"(max-width: 660px) 100vw, 660px\" \/><\/p>\n<p>It doesn\u2019t take much to\u00a0crank up excitement for NFL football.\u00a0But Amazon does so instantly with the flick of a switch in its new campaign for\u00a0\u201cThursday Night Football\u201d on Prime, which will air in fresh executions all season long.<\/p>\n<p class=\"inline-ad-para paragraph-newsletter-2\">The first spot, promoting next Thursday\u2019s Vikings-Eagles game on Prime, launched Thursday night during the Lions-Chiefs NFL Kickoff game on NBC. It opens with Marshawn Lynch, the retired running back and\u00a0<a class=\"omnitrack inline-paragraph-link\" href=\"https:\/\/adage.com\/article\/special-report-super-bowl\/marshawn-lynch-stages-mock-press-conference-skittles\/296826\" data-omnilocation=\"articlebody\" data-omnilink=\"editorial-link\">seasoned ad pro<\/a>, walking up to a giant control panel in what looks like a subterranean boiler room, pushing a lever and seeing the machine whir to life with football content.<\/p>\n<p class=\"paragraph-newsletter-3\">Prime football analysts Charissa Thompson, Ryan Fitzpatrick and Andrew Whitworth all make cameos, and we see announcers Al Michaels and Kirk Herbstreit in the broadcast booth as well.<\/p>\n<p><iframe title=\"It&#039;s On Prime | Thursday Night Football | Vikings vs. Eagles\" width=\"840\" height=\"473\" src=\"https:\/\/www.youtube.com\/embed\/9LFgi8J0zy0?feature=oembed&#038;width=840&#038;height=1000&#038;discover=1\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p class=\"paragraph-newsletter-9\">Stacey Rosenson, head of U.S. sports marketing at Amazon, told Ad Age that the strategy for this year\u2019s \u201cThursday Night Football\u201d marketing was threefold\u2014to highlight the strong matchups of its games, capture the energy of the Prime broadcasts and put more of a spotlight on the network\u2019s on-air talent.<\/p>\n<p class=\"paragraph-newsletter-10\">\u201cWe have an amazing schedule this year,\u201d she said. \u201cWe\u2019re the only NFL partner that travels every week. We believe our show has great energy, and we wanted to bring that forward. And then we wanted to feature our cast and highlight them in a brighter light than they have been in the past.\u201d<\/p>\n<p class=\"inline-ad-para paragraph-newsletter-11\">The boiler-room idea \u201chit on all those things,\u201d she added.<\/p>\n<p class=\"paragraph-newsletter-12\">The creative will be customized each week to highlight the two teams that are playing. The control panel idea was useful for this, as the various screens and labels on the machine can be modified to highlight different players, fans and other aspects of each team.<\/p>\n<p>\u201cThe idea is, we\u2019re in a kind of boiler room\u2014a space that feels like it could be under every NFL stadium,\u201d said Eric Kallman, chief creative officer of Erich and Kallman, the agency behind the campaign. \u201cIt\u2019s kind of the ground zero or control room for turning on all the energy and excitement of \u2018Thursday Night Football.\u2019 The control panel gives us a chance to talk about what we\u2019re turning on\u2014whether it be the stars of these teams, their fans, etc. It seemed like a cool thing to have for the duration of the season.\u201d<\/p>\n<p class=\"paragraph-newsletter-15\">Lynch, Thompson, Fitzpatrick and Whitworth will appear in all of the spots. They\u2019ll trade off taking the lead role each week.<\/p>\n<p class=\"paragraph-newsletter-16\">\u201cOur brand tagline is\u00a0<a class=\"omnitrack inline-paragraph-link\" href=\"https:\/\/adage.com\/creativity\/work\/olivia-wilde-directed-amazon-primes-oscars-ad-girl-who-makes-most-her-facial-hair\/2479201\" data-omnilocation=\"articlebody\" data-omnilink=\"editorial-link\">\u2018It\u2019s on Prime,\u2019<\/a>\u201d said Rosenson. \u201cThis was the perfect embodiment of that tagline for us\u2014that they\u2019re literally turning on football every week, with all the energy and excitement that comes around that. It really coalesced into this nice package for us.\u201d<\/p>\n<p class=\"paragraph-newsletter-17\">Not the entire on-air team\u2014which also includes Kaylee Hartung, Tony Gonzalez, Richard Sherman and Taylor Rooks\u2014was available for the ad shoot; Rosenson said Thompson, Fitzpatrick and Whitworth represent the team well in the spots.<\/p>\n<p class=\"paragraph-newsletter-18\">\u201cThey\u2019re the heart and soul of our broadcast, all of them,\u201d she said of the network talent. \u201cIt\u2019s unfortunate we didn\u2019t have all of them to shoot at the time, but they bring so much energy and excitement for what we do every week. That\u2019s why it was important to me to feature them.\u201d<\/p>\n<p class=\"paragraph-newsletter-20\">Mike Warzin of Arts &amp; Sciences directed the campaign. Finding the right location to shoot was critical and quite the challenge on this job, Kallman said.<\/p>\n<p class=\"paragraph-newsletter-21\">\u201cIt\u2019s funny, you\u2019d think boiler rooms might all be grandiose and big. But they\u2019re tiny spaces\u2014definitely not enough room to build out a set and shoot a big campaign,\u201d he said. \u201cWe were lucky to find an old boiler room under what was the Sears building in downtown L.A.\u2014a massive boiler room at the bottom of this massive building. We were able to build out the set that you saw, and bring in the smoke and the lighting and all the other ambiance to get it right.\u201d<\/p>\n<p class=\"paragraph-newsletter-22\">Rosenson said Amazon is \u201ccasting a pretty wide net\u201d with its media buy to draw attention to the Prime broadcast. The buy includes college football games on Saturdays and NFL games on other networks on Sundays.<\/p>\n<p class=\"paragraph-newsletter-23\">\u201cIt\u2019s going to be relatively hard to miss,\u201d she said. \u201cWe\u2019re across every surface from TV, radio, outdoor, digital and everything in between. We\u2019re across all the Amazon surfaces, on the vans, on all our websites and apps as well.\u201d<\/p>\n<p class=\"paragraph-newsletter-24\">Of the metrics she\u2019ll be monitoring, she added: \u201cViewership, obviously, is our goal. We certainly were happy with last season\u2019s results, and we see room to grow this year. So we will be looking at viewership every week.\u201d<\/p>\n<p class=\"paragraph-newsletter-25\">This is\u00a0Prime\u2019s second year as the exclusive broadcast partner\u00a0for \u201cThursday Night Football,\u201d following five years of airing the games digitally. NFL games will air on Prime every Thursday through the rest of 2023, with the exception of Thanksgiving Week, when Prime will air the\u00a0NFL\u2019s first-ever Black Friday game, between the Jets and the Dolphins.<\/p>\n<p>Click <a href=\"https:\/\/adage.com\/article\/media\/see-amazon-primes-boiler-room-thursday-night-football-campaign\/2514936?adobe_mc=MCMID%3D46520072207817409810434251825583294309%7CMCORGID%3D138FFF2554E6E7220A4C98C6%2540AdobeOrg%7CTS%3D1694452935&amp;CSAuthResp=1694453014740%3A0%3A395338%3A285215427%3A24%3Asuccess%3ADC6A4C44C0E1F4A1B3CE541C83E21317\">HERE<\/a> to read the original article.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Marshawn Lynch and Prime\u2019s announcers will \u2018turn on\u2019 the action each week in spots from Erich and Kallman. It doesn\u2019t take much to\u00a0crank up excitement for NFL football.\u00a0But Amazon does so instantly with the flick&#8230;<\/p>\n","protected":false},"author":2,"featured_media":26283,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[268,270,273,278,211,217,218,234,256],"tags":[301,959,1036,1858,2045,3615,3834,3835,3836,3837,3838,255,3839,257,3840,258,3841,269,3842,276],"class_list":["post-26282","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-music","category-music-sound-design","category-news","category-spots","category-fresh-news","category-ads","category-advertising","category-production","category-butter","tag-football","tag-amazon","tag-nfl","tag-sound","tag-marshawn-lynch","tag-music-and-sound-design","tag-amazon-prime","tag-amazon-prime-video","tag-andrew-whitworth","tag-boiler-room","tag-charissa-thompson","tag-butter","tag-erich-and-kallman","tag-butter-music-sound","tag-prime-video","tag-butter-music-and-sound","tag-ryan-fitzpatrick","tag-music-2","tag-thursday-night-football","tag-sound-design"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>With Music by BUTTER Music &amp; 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