To support the Prime Video original film, we partnered with Awkward Family Photos and Pop social on a unique campaign tactic - part experiential activation, part influencer campaign we called The Portraits We Hate At The Wedding!

At LA’s Westfield Mall Century City we designed and constructed a pop up photo studio - complete with green room full of props and wardrobe accessories, two unique sets - one designed to capitalize around the holiday theme of “the family dinner” (awkward!) and the other, a real life recreation of the film’s key art - complete with a stand in bride!

The booth was open to the public over the course of three days where hundreds participated in the experience and left with both digital and printed copies of their awkward photos and gifts!

To kick off the activation, we brought together more than 25 paid and gratis influencers for a intimate on-site kick off party. Influencers noshed on delicious sushi and cocktails before then entering the experience with friends or family to create their own photos and social content.

Working with our influencer partners to ensure content was well positioned and on point, we generated 100 social posts reaching a combined follower count of more than 57 million.

Prime Video was on the scene as well to capture interviews with creators to be posted to the official Prime brand social handles.

To extend awareness, and reach audiences nationwide, we launched a social contest. Everyone has an awkward family photo (or 20), so we invited people to submit for a chance to win.

People could send in wedding themed photos, family dinner photos or any other awkward family photo of theirs that they felt might get a good laugh.

To enter all you had to do was post on social and tag @awkwardfamilyPhotos and #ThePeopleWeHateAttheWedding for a chance to win on fo three prize packs!

Our creator partners got the word out by posting on IG and Tik Tok and we mounted a press campaign as well. Thousands of submissions poured in with Awkward Family Photos posting some of the highlights.

AFP reports that the contest was their top-performing activation in terms of social engagement and overall impressions.