• by Laurie Sullivan , 10 hours ago

Connect Gatorade, Michael Kors, and SharkNinja with Gen Z students heading to college, and an Amazon Ads campaign that spans shoppable content, creator-led storytelling, immersive campus storefronts, and a livestreamed Kane Brown concert at the University of Wisconsin.

Brown's concert, part of Amazon Ads' back-to-school 'First Day Ready' campaign for college students, will stream live on Prime Video, Amazon Music, Twitch, Fire TV, and Samsung TV.

"First Day Ready is the latest example of a model where brand-building and commerce aren't separate workstreams, but the same experience,” said Kate McCagg, global head of Amazon Ads Brand Innovation Lab. “Brands used to buy a TV spot. Now they can buy a moment, one that spans streaming, creator content, physical experiences, and a livestreamed concert, all connected back to purchase and measured in one place.” 

This strategy focuses on experiences spanning digital to physical. Rather than concentrate on traditional ad media buys or trying to find the brands and build the model around them, Amazon Ads built the platform first and then brought in brands whose categories fit the message and the moment of back to school. 

The campaign launched with custom spots for each brand, shoppable video content, and dedicated brand store pages on Amazon.com featuring immersive shopping experiences and influencer content.

The content was inspired by school campus locations like dorm rooms, quads, and fitness centers. It let students step into shoppable places and spaces.

The phase extends across Amazon's network of platforms including Fire TV, gateway placements, streaming TV and Prime Video.

The campaign is supported by the Amazon Influences package that leverages premium creator content to amplify brand visibility, awareness and engagement. 

The campaign also moves from digital to physical. As students arrive on campus, First Day Ready moves from digital to physical — a campus block party at the University of Wisconsin on September 5.

It aims to translate college life into something shoppable. Each brand sponsor owns its own space and storefront. Inside each storefront, pieces of college life are mixed into the experiences. Products are not on shelves, but instead are part of the set, a little like product placements. 

For example, Gatoraderecreated the college tailgate, building an experience that mirrors a real game day. It includes a backyard bag toss with Propel powders.

Michael Kors transformed its storefront into a student Jet Set Lounge, featuring a giant inflatable handbag and photo booth.

A charm bar also invites students to personalize their look, with the ability to pick up Michael Kors charms as giveaways after engaging with the activation.  

Between the storefronts, the sidewalk offers games, sampling, creator moments, and the kind of energy that pulls people through the block toward the main stage. 

Taking place at the University of Wisconsin on September 5, the concert will livestream on Prime Video, Amazon Music, Twitch, Fire TV, and Samsung TV.