Prime Video's "Obsession is in Session" didn't just market a content slate — it started a movement. Women 18–34 were already obsessing out loud — screaming, shipping, rewatching, spiraling together — and we built an entire world around that behavior: wild postings on city streets, takeovers across every social platform, a curated on-platform destination that redefined discovery, a creator content day that collapsed the distance between talent and fandom, and a 1,000-person fan event that turned the internet's loudest community into a real-life experience. The result: 18.8M organic social views, 63% fueled entirely by fan-generated content; 120M+ paid impressions; a +6.2% lift in unaided brand awareness among women; global earned coverage across 12+ territories; Obsession is in Session" didn't ask audiences to watch — it made them unable to look away.