Amazon

WHAT THE FAX!?

To mark the first season that Prime Video will stream live and exclusive Premier League football matches, we launched a 48-hour-only flash (or should we say fax sale) for Amazon where prices were slashed by up to 50 per cent on selected fax machines. The stunt gave Prime members the chance to recreate the transfer deadline day experience in the comfort of their own homes.
 
The fax machine was first patented in 1843 and has historically played a central role in the completion of Premier League deals, with the document-churning simplicity favoured by many managers over the more recent electronic fax.
 
A simple fun story and creative images gave us true PR share of voice on one of the busiest sporting news days of the year, achieving coverage in the red tops like The Sun and Daily Mirror, football like TalkSport and 90mins.com and many more including BBC News.

You can’t argue with ‘fax’ like that.