Prime Video is taking The Pickup- its latest heist comedy starring Eddie Murphy, Keke Palmer, and Pete Davidson - off the screen and into the streets of Los Angeles, quite literally. In partnership with Coco Robotics and Omnicom Media Group, the streaming giant has transformed a fleet of food delivery robots into rolling, voice-activated mini movie sets. Think: branded bots styled like armoured trucks, spouting lines from the film as they zip through LA’s neighbourhoods. It’s a bold, playful blend of mobility, media, and street-level spectacle - raising the bar for experiential OOH campaigns.
📊 Supporting Stats:
Coco Robotics has completed over 500,000 zero-emission deliveries since launch in 2020.
The campaign launched July 21 and runs through the film's August 6 global premiere on Prime Video.
Coco’s fleet operates in dense, high-footfall LA neighbourhoods, offering impression counts that rival traditional billboards.
Dynamic OOH measurement tools track real-time campaign impact, giving Prime Video data-backed visibility.
🧠Decision: Did It Work?
Yes - culturally and creatively. While the direct commercial ROI for a streaming release can be hard to quantify, Prime Video’s campaign smartly aligns with the film’s premise while delivering IRL spectacle that’s ripe for social sharing. It’s brand storytelling on the move - literally- with strong synergy between content, platform and context. The campaign cleverly leverages ambient fandom (people stumbling across branded bots, then Googling the film) in a saturated attention economy. For brand marketers, this signals a sharp evolution in how IP can live beyond traditional media.
📌 Key Takeouts:
Who & What: Prime Video teamed up with Coco Robotics to promote The Pickup using branded, voice-activated delivery robots in LA.
What Worked:
Strong narrative alignment: The bots mirrored the film’s heist truck aesthetic.
High novelty: Immersive, mobile, and social-shareable - perfect for earned media.
Smart media integration: Using robots as dynamic OOH surfaces offers both reach and interactivity.
What Felt Risky:
Scalability: This works in LA, but replicating it in other cities or countries is logistically complex.
Measurable ROI for streaming is opaque - visibility doesn’t always equal viewership.
Signals for Strategy:
Physical touchpoints are becoming powerful brand extensions - even in a digital-first world.
Mobility is a new media channel. Autonomous delivery opens up fresh creative territory for brands.
🔮 What We Can Expect Next:
Expect more brand/IP crossovers with urban mobility platforms - from robot couriers to rideshares to scooters. As audiences tune out of static ads and scroll past digital ones, brands that show up in real life - with creativity and cultural context - will win attention. But there’s a fine line between spectacle and gimmick. The real opportunity lies in narrative fit: branded mobility that feels like part of the story, not just another surface. With this campaign, Prime Video didn’t just advertise a film - it gave it wheels.