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.