Bringing a new age of Middle-earth to social for Prime Video's biggest series premiere to date.


Amazon Prime Video partnered with Digital Media Management (DMM) on a fan-first social media marketing campaign for the debut season of The Lord of the Rings: The Rings Of Power. To bring Middle-earth online, DMM monitored the massive Lord of the Rings fandom, using their real-time discussions as inspiration for platform management and community-focused social creatives.



As the first streaming series adaptation of J.R.R. Tolkien’s iconic creation, DMM was tasked with providing Prime Video in-depth information on the show’s burgeoning fan community, alongside platform management and creative services to help the prestige series shine during its debut season.

Prior to the series premiere, DMM provided daily community monitoring reports that kept Prime Video aware of fan conversations, theories, and reactions to major news beats. Our daily fandom monitoring captured conversation across traditional social media platforms like Facebook, Twitter, Instagram and TikTok, as well as Reddit, Discord, and a host of fandom related websites and industry news outlets. As the season began, DMM’s community monitoring services grew to include weekly fan sentiment breakdowns for each episode. These provided a comprehensive look at both positive and negative reactions for every episode of The Rings of Power that gave Prime Video the information they needed to understand the streaming series’ growing fandom.

DMM worked with Prime Video to develop a social voice and tone that highlighted the prestige nature of The Rings of Power, while staying true to the adventurous spirit of J.R.R. Tolkien’s beloved world. This strategy invited both longtime Lord of the Rings fans and newcomers into Middle-earth for the new series, promoting conversation across platforms throughout the season. We utilized this approach to bring the fandom closer together through our around-the-clock support for major events, such as San Diego Comic-Con and New York Comic-Con as well as major trailer reveals, weekly episode releases, and beyond. Meanwhile, DMM’s creative team spearheaded the campaign’s fan-first assets and UGC content by highlighting fan art and Prime Video’s behind the scenes content.


The Lord of the Rings: The Rings of Power Season 1 was a massive success for Amazon Prime Video, with the series premiere earning 25 Million global viewers in its first 24 hours — the most watched series premiere ever on Prime Video to date.