On Amazon's ‘Maisel Day,’ get a makeover for $2 and gas for 30 cents a gallon

For Emmy season, Prime Video harks back to 1959 in the tech giant's latest activation

Published On
Aug 13, 2019

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Do you ever wish you could go back in time just to buy things at cheaper prices? For one day, Amazon is giving fans of its Prime Video show “The Marvelous Mrs. Maisel” just that—a chance to go back to the year 1959, when meals could be purchased for less than a dollar, and haircuts cost just two bits. Don’t even get us started on gas.

On Aug. 15, Amazon is hosting “Maisel Day,” and 28 locations around Los Angeles, including salons, restaurants, delis and even hotels, are offering their services at the prices they went for in the 1950s. Drybar is offering a “Mrs. Maisel”-inspired blowout for a mere $2 (something that would usually cost at least $49), Mel’s Drive-in has a burger and fries for 50 cents (usually a $20 meal), The Hollywood Roosevelt Hotel is offering a one-night stay for $40 (where rooms go for $319) and Chevron Santa Monica is practically giving away gas at 30 cents a gallon (currently at $3.62). The businesses are promoting their “Maisel Day” deals, most of which are only until supplies last, on their social channels.

The activation occurs during the Emmy voting period. The popular show, now heading into its third season, has scored 20 Emmy nominations, including “Outstanding Comedy Series,” as well as “Outstanding Lead Actress in a Comedy Series” for actress Rachel Brosnahan, who plays Mrs. Maisel herself.

Amazon’s marketing for “Mrs. Maisel” has been nothing short of marvelous. Much of the marketing for the show has been experiential, including a “Maisel”-themed Carnegie Deli pop-up restaurant and food-truck strategy during the TV upfronts in New York. An interactive exhibit featuring the show’s props, costumes and sets is also now open at New York’s Paley Center for Media until Sept. 6.