Coming 2 America on Prime Video

Zamunda Royals

Our campaign for Amazon Studios promoting the long-awaited sequel of Eddie Murphy’s “Coming to America,” rooted in celebrating every facet of Black excellence. More than just another movie marketing campaign, we made Zamunda accessible to comedy fans through conversation, partnership activations and giveaways. Humble brag: the movie broke streaming records as Nielsen’s No. 1 Streamed movie during premiere week.


To build the lives of the Zamundan Royal Family and give fans the experience of following their favorite Royals, we launched @ZamundaRoyals on Twitter and Instagram, assuming the POV of in-world Royal Family live feeds. Through daily social content creation and dedicated community management, we built an engaged community (gaining 36.1K followers on Instagram and 12K on Twitter), and increased engagement and overall reach on both platforms.

Celebrating Black Excellence

At the core of every post, activation and partnership was a singular question: “How does this help us celebrate Black excellence?” Wherever possible, we made our fans feel just like the Royalty they saw represented in Zamunda. With a movie so full of talented actors, designers, dancers and singers, the campaign for this film must mirror the depth and multi-faceted expressions of this audience.

The #RoyalWatchParty

On the film’s premiere date, March 5, 2021, we organized a virtual watch party to make up for the feeling of a communal viewing in-theatre and build trending social conversation. Hosted by icon Dionne Warwick and supported by high-visibility talent and influencer partners, we lead real-time social content and engagement through a live-tweeting of the film to give the (virtual) premiere its own moment. Prior to the watch party, we developed detailed social media toolkits for influencers, cast and hosts with copy and assets to share before, during and after.

A Royal Engagement Strategy

Through the entire campaign, we implemented round-the-clock community management to maintain the world-building of the Zamundan Royal Family. Both reactive and proactive, we prioritized high-profile engagements with celebrities and key influencers and made sure not to leave our audience on read.

Let Your Soul Glo

A tinge of nostalgia with a new “glow” – we brought the iconic Soul Glo to life in partnership with Bronner Brothers. Our talent posed for posters and recreated soulful commercials while we surprised and delighted fans and notable influencers by mailing them bottles of their own.

The Royal Family Arrived via Amazon

Wrapped Amazon delivery planes and vans traveled through key markets to announce the Royal Family’s arrival. Making fans feel like royalty, we executed a #RoyalGiveaway campaign, fulfilling 6 weeks of giveaway prizes.

Key Partnerships Elevated Our Efforts

We were ecstatic at the opportunity to partner with national icons including Rent The Runway, The Brooklyn Nets and Nas. Rent The Runway made it easy for fans to dress up for the premiere with a custom Coming 2 America discount code. Zamunda took over the Brookyn Nets’ game and social handles. And Nas even created a special line of Zamundan-inspired pieces with his clothing company, HSTRY.

Rewarding Royal Followers

Ahead of the movie’s premiere, we supported two social giveaways to get fans excited. Sexual Chocolate boxes around Valentine’s Day gave us a nostalgic and cultural tie-in with existing fans and UOMA Beauty palettes gave new fans inspiration for how they do it in Zamunda.

Influencer and Talent Partnerships

Throughout the campaign, talent and influencers participated by sharing creative on their own channels and amplifying our owned messages. Talent helped us create assets from the safety of their own home with a variety of scripted, self-shoot, prompts. We also provided both talent and influencers with social media toolkits to guide content creation.