New Delhi: Amazon's WPP unit, WPP Opendoor, has used emotional cues and consumer behavior to provide mood-specific recommendations and deployed two content discovery initiatives for Prime Video.
In collaboration with Wootag, WPP Opendoor has built an interactive advertising experience that uses emotional recognition. The initiative is integrated into banners across websites spanning news, lifestyle, health and entertainment, and invites users to express current emotions, happiness, sadness, exciting or neutral through camera input.
Based on this, users are shown curated selections of films and series that reflect their mood. Each emotion-based interaction links directly to the relevant content page of Prime Video.
The second campaign, developed on the online food delivery platform Zomato, combines food preferences with content discovery. After placing your order, Zomato users will receive a suggestion for contextual presentation such as “Dosti wala sweet with” for biryani, pizza, charts, desserts, etc. Man from the familyRichet Wallasweet Panchayat And Verdon Walla Sweet Bhool Chuk Maaf. “These recommendations will be displayed on the order confirmation screen with a carousel linked to Prime Video.
The campaign is designed around the interaction of food, mood and entertainment consumption. By integrating into the journey of both media and ordering platform users, this experience seeks to provide contextual and personalized recommendations at the time of decision making.
India's Deepa Jatkal and WPP Opendoor's Deepa Jatkal said: “In today's dynamic digital landscape, true personalization transcends data points: understanding the human experience. At Prime Video, we saw an unparalleled opportunity to innovate beyond our behavioral targets and connect with our audience on a deeper emotional level.
The campaign exemplifies its commitment to pioneering solutions that not only attract attention but also create authentic connections. It's not just advocating series or films by integrating emotions into the core of content discovery. We are enhancing our entire entertainment journey by proving that engagement can result naturally when media strategies are truly empathetic. ”
This initiative addresses the broader challenges of content fatigue and decision paralysis in the streaming ecosystem. Rather than relying on traditional algorithm recommendations, this experience is designed to respond emotionally. Based on Prime Video's current brand messaging, “All kinds of emotions… It's on Amazon Prime,” it seeks to connect viewers with content that resonates more meaningfully with their state of mind.
