Project Description
This summer, Prime Video brought The Boys to life with Vought on Ice, a two-day live fan activation at Westfield Century City that transformed the satirical holiday cheer of Vought International into a full-blown immersive experience. Over-the-top, irreverent, and disturbingly festive, the event was a chaotic celebration of The Boys’ warped version of Christmas—offering fans a chance to step directly into the twisted world of the series.

Taking place June 7–8, 2025, the event featured a wide array of interactive touchpoints: an actual ice skating rink (despite the LA summer heat), a three-minute performance with skaters lip-syncing to “Put The Christ Back in Christmas,” and a fabricated manger photo op starring a baby Jesus prop, a donkey costume, and cardboard cutouts of Homelander and Maeve. The activation also included collectible drinks from the fictional Jitter Bean café and a chilling costume display with iconic suits encased in glass, creating the illusion they were frozen relics from Vought’s icy propaganda machine.

Aimed at driving buzz and earned media, the activation generated over 3.6 million media impressions and attracted approximately 120,000 visitors, with 876 people lacing up for the free skate sessions. A VIP tastemaker event added an exclusive layer, complete with branded food and beverage offerings like “Vought-A-Burgers.” From concept to execution, the experience was engineered to feel loud, viral, and completely in-world—solidifying Prime Video’s commitment to bold, fandom-first storytelling.