WhatsApp’s first original film, starring Giannis Antetokounmpo, debuts on Prime Video and YouTube.

Earlier this week, WhatsApp launched its first original short film, Naija Odyssey, telling the story of NBA player Giannis Antetokounmpo, born in Athens, Greece to Nigerian parents. The film will premiere on Prime Video on September 21, 2022.

This move marks WhatsApp’s foray into the entertainment sector, an unusual venture given its primary focus as a social messaging app. Unlike tech giant Apple’s original content strategy, Naija Odyssey appears to be more of a branding initiative rather than a standalone project. Antetokounmpo recently signed an endorsement deal with WhatsApp, marking another first for the app in terms of partnerships and influencers.

Vivian Odior, WhatsApp’s global head of marketing, explained that Naija Odyssey serves as a reminder of how WhatsApp can help users connect with others while embracing their multifaceted lives. The film explores themes of navigating relationships, identity, and adversity, all while highlighting the power of WhatsApp in connecting people who matter most to them.

The short film is not just about storytelling; it also seems to capitalize on Antetokounmpo’s fame and global appeal. His basketball prowess, including being named the NBA All-Star Game MVP in 2021 with the Milwaukee Bucks, likely played a significant role in attracting media attention to Naija Odyssey.

In addition to premiering on Prime Video, the film will also be released on WhatsApp’s social media platforms, including its YouTube channel. This strategic move underscores WhatsApp’s attempt to expand its reach beyond messaging and into mainstream entertainment consumption.

Table of Contents

Key Points About Naija Odyssey

The short film tells the story of Giannis Antetokounmpo, a basketball player with Nigerian parents born in Greece.
It will premiere on Prime Video on September 21, 2022.
The film is part of WhatsApp’s broader strategy to diversify its offerings into original content and entertainment.
Antetokounmpo recently signed an endorsement deal with WhatsApp, highlighting the app’s growing influence in sports and entertainment.

Why WhatsApp Might Be Investing in Entertainment

Vivian Odior, WhatsApp’s global head of marketing, explained that Naija Odyssey is designed to reinforce WhatsApp’s role as a tool for connecting people in their multifaceted lives. The film explores themes such as relationships, identity, and adversity, demonstrating how WhatsApp can help users navigate these aspects of life while building meaningful connections with others.

The release of Naija Odyssey also appears to be a tactic to leverage Antetokounmpo’s popularity among global audiences. His basketball career, along with his connection to both Greek and Nigerian cultures, makes him a compelling subject for WhatsApp’s marketing efforts. By associating itself with such a prominent figure, WhatsApp aims to attract younger users who may not typically engage with traditional messaging apps.

Distribution Strategy

The short film will be available on Prime Video, ensuring that it reaches a wide audience among cord-cutters and subscribers to streaming services. Additionally, Naija Odyssey will be distributed exclusively on WhatsApp’s YouTube channel, giving the app a direct pathway to its user base. This exclusive distribution is part of WhatsApp’s strategy to control content consumption within its ecosystem while maintaining exclusivity for its users.

The Big Question: Will WhatsApp Succeed in Entertainment?

While Naija Odyssey represents a bold move into entertainment, it remains to be seen whether WhatsApp can sustain such an initiative long-term. Given its primary focus on messaging and communication tools, entering the film industry requires careful planning and execution.

However, WhatsApp’s ability to connect users globally through platforms like YouTube and its own messaging app could be a significant advantage in this space. The company’s emphasis on user engagement and storytelling aligns well with the goals of Naija Odyssey, which aims to resonate with a broad audience.

In conclusion, Naija Odyssey is not just WhatsApp trying to expand its product line; it represents an innovative approach to positioning the app as a provider of high-quality entertainment content. While there are challenges ahead, the film offers a glimpse into WhatsApp’s potential for growth in the entertainment sector.