Upload – Season 2

Reactivating Season 1 fans and driving tune-in for the return of Prime Video’s hit sci-fi comedy series, Upload Season 2.


Amazon Prime Video partnered with Digital Media Management (DMM) on a full 360-degree campaign to welcome back fans of Upload Season 1 and court new viewership for the latest season of Prime Video’s #1 half-hour comedy series.



Our Upload Season 2 creative strategy and influencer marketing campaign set out to remind fans why they love the show, while activating influencers and the show’s beloved talent. We tapped into current conversation around the metaverse with engaging reactive content, while poking some good-humored fun at the mega-corporations that are now bringing to life concepts that once only existed in the world of the show.


Our campaign introduced bespoke social creatives that promoted excitement and general awareness, generating a half million impressions in the first month of release. We successfully activated the show’s talent for social content capture, Instagram Live takeovers, a Twitter Watch Party, and organic social conversation that engaged and excited Upload’s passionate fanbase. Additionally, DMM’s Influencer Partnerships team sourced more than 40 strategically chosen individuals for a robust digital campaign that resulted in 28M+ impressions across TikTok and Instagram Reels. Our campaign culminated in Upload landing a Season 3 renewal at Amazon, which we announced with a unique talent capture piece.