prime-video-suga

The challenge

The‘Suga: Ride or Die’ follows Sander “Suga” Zoeteman, a motorcycle gang leader, who has just been released from prison and is pulled back into a violent loop of loyalty, betrayal, and revenge. The Dutch Prime Video series had all the right ingredients: a strong cast, a renowned director, and a dark, suspenseful story.

The challenge wasn’t quality. It was timing. September is peak season in streaming: major titles drop back-to-back, attention is split, and screenings feel like a routine.

So the real question was: how do you catch earned attention when everyone’s launching at once?

The community insight

APress and influencers don’t need another screening; they need an experience that earns their attention. Make them part of the story, and they’ll retell it across coverage and content.

The idea

So we turned the series into a place you could enter. We invited the publishing community and creators to step into Suga’s world. Not as spectators, but as part of the night.

A warehouse at NDSM Wharf in Amsterdam became the motorcycle gang’s territory. Together with the show’s original stage dresser, we rebuilt key locations from the series: the hideout, a rough campsite, and a drug lab.

At the centre, a high-impact screening room with large LED screens and heavy sound pulled guests straight into the story. When everyone was seated, the doors opened: motorbikes rode into the space, with the cast arriving last, loud, physical, impossible to miss.

Afterwards, Suga’s world stayed alive. An afterparty inside the original décor gave guests time to move through the sets, capture content, and live in the atmosphere a little longer. We didn’t explain the Prime Video series. We made people step into it.

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The roll-out

To push the impact beyond the event, we stacked PR moments that built momentum and landed hard at launch. The series was first announced during Prime Video Presents, setting the stage early. Then we kept the narrative moving with press releases built around the trailer, cast, and storyline.

Long-lead interviews with the director and cast gave the media room to delve deeper into loyalty, violence, and brotherhood. The launch event doubled as a short-lead press day, giving journalists direct access to the cast and creators, while influencers amplified the experience through their own channels. Selected media received screeners to lock in early reviews and launch-week visibility.

93%

OF BENELUX TARGET MEDIA LIST REACHED

157

MEDIA ARTICLES

1.67M

TOTAL REACH

SERIES IN TOP 3 WATCH LIST

PRIME VIDEO

The challenge

The community insight

The idea

The roll-out

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