The Boys S2 Integrated Campaign

The Boys Season 1 was a pop cultural juggernaut and Prime Video’s biggest domestic series ever. The goal was to make Season 2 a global phenomenon and a Prime subscription driver in emerging markets. My focus was learning from the data and insights of the first season to figure out how we could grow the audience. The conclusion was appealing to women, young males, and multicultural audiences. The emergence of COVID-19 threw a wrench in the go-to-market planning, so we found ways to get people excited about the new season while they sat at home by creating an augmented reality app, relived the best moments from the first season, and highlighted the gratuitous absurdity of the new season. The Boys Season 2 was one of the most streamed series of the year and at launch, became Prime Video’s biggest global series ever.