The Phenomenon of Jacks for Jack Ryan
Though ‘Jack Ryan’ is a massive hit in the West, it is quite the opposite in Thailand as the spy series is barely mentioned. It is our biggest challenge to make the name “Jack Ryan” caught Thai audiences’ attention in the country where “Jack” is a very common name.
Our research shows that there are a lot of Thais named Jack, so many that every 100 people we would find at least one Jack. Therefore, we turn this crisis into an opportunity to promote the series. By gathering every “Jack” across Thailand, from “Jack” the superstar to the ordinary “Jack” on the street to be our social media ads.
Using the Crowdsourced Data to trace all social media accounts named Jack in Thailand for us to reach out to them. Popular pages on Facebook also played a part by helping us post contents to draw “Jack” and the friends of Jacks’ to be part of our campaign.
Hundreds of “Jack” across the country wore the “I’m Jack But Not Jack Ryan” t-shirt and posted their photos online. This phenomenon created curiosity among Jacks’ friends, all the Jacks’ fans and people around them.
Once the name “Jack” caught people's attention, people started talking and questioning “Who is Jack Ryan?” The topic then reached a wider circle and eventually led to finding an answer in the show on Prime Video.
The campaign eventually creates a massive exposure for over 20M impression and become an online phenomenon in Thailand. More than a thousand comments and over 280K engagement on social media platforms. The Google search for ‘Jack Ryan’ has risen 46% and for the first time ever, Jack Ryan become the most watched series on Prime Video Thailand for over 2 weeks.
