Amazon Prime Video
COMMUNITY
Where reality TV fans finally meet IRL
The Roddel & Borrel Bar turned reality TV from a solo streaming habit into a shared social content experience. By organizing four exclusive live watch parties at Bar Botanique Amsterdam for different Prime Video reality titles, fandom was transformed into culture-driven entertainment that lived both on screen and in real life.
WALK WITH US
Our Approach
Prime Video’s reality portfolio was massively watched - but mostly alone. While fan communities were thriving online with reactions, memes and gossip, the viewing experience itself stayed isolated. Reality TV thrives on shared reactions, heated takes, and collective experience; exactly the kind of energy streaming platforms weren’t unlocking.
To bridge that gap, we reimagined the watch experience: not just content you watch, but culture you live together. The ambition was clear: shift reality from a passive scroll into a shared cultural moment that fans could physically and digitally participate in, deepening emotional connection with the shows and turning fans into active brand advocates.
LET'S GO IN-DEPTH
Our Process
We built a living extension of the reality TV universe in the heart of Amsterdam: a pop-up watch party bar for four consecutive weeks, each dedicated to a different Prime Video reality show. Instead of a one-off launch, the activation was designed as a content ecosystem: before each screening, host King Faisel led De Roddel & Borrel Show, remixing gossip, predictions and hot takes with starring talent - intentionally creating moments designed for social sharing.
Those live interactions were captured, edited and distributed across TikTok and Instagram, keeping conversation alive even outside the bar. After episodes dropped, we continued the narrative with Reality Roundup, an aftertalk format that sustained excitement and gave fans new angles to chew on. Every layer of the experience, from on-site interactions to distributed content, was engineered to fuel buzz, creator participation and social amplification in real time.
HOW DID IT GO?
The Results
The Roddel & Borrel Bar didn’t just bring fans together, it activated them. Over four nights, organic energy powered massive social reach and engagement: the campaign generated 5.02 million impressions and an earned media value of €29 million, reaching a combined audience of 917 million. Attendance grew across nights, with finale walk-ins exceeding targets (150+ vs initial goal of 100), while fans produced reaction videos, vlogs and edits that amplified the activation across feeds organically.
By looping live experience, talent participation and native social video, the campaign converted passive viewers into culturally engaged participants. Ultimately, Prime Video didn’t just drive viewership, it catalysed a reality fandom community where conversation, content and culture collided.
