Amazon Ads connects brands with Gen Z

The campaign combines shoppable video, branded shopping experiences, creator content and a campus event

Amazon Ads has launched First Day Ready, a multi-phase campaign connecting Gatorade, Michael Kors and SharkNinja with Gen Z students preparing for college.

Developed by Brand Innovation Lab, the creative arm of Amazon Ads, the campaign combines shoppable video, branded shopping experiences, creator content and a campus event. The programme will culminate in a livestreamed concert presented by Amazon Music.

Amazon Ads launches Gen Z college campaign

Kate McCagg, Global Head, 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," said Kate McCagg, Global Head of Amazon Ads Brand Innovation Lab.

The campaign launched on July 1 with custom video spots for each participating brand, dedicated Amazon.com store pages, Fire TV panoramic experiences, Prime Video placements and an Amazon Influencers package featuring creator content.

Brands bring immersive experiences to campus

The campaign moves to the University of Wisconsin–Madison on September 5, when the brands will host individual experiences as part of a campus block party.

Gatorade will run a college tailgate experience featuring games connected to Propel powder, Gatorade Zero powder and Gatorlyte powder, including a jump meter challenge inspired by the university’s Jump Around tradition. Michael Kors will host a student Jet Set Lounge with an inflatable handbag, photo booth and charm personalization bar.

SharkNinja showcases products at student event

SharkNinja will operate a frozen lounge demonstrating its InstaChill technology and a kitchen counter serving crispy chicken prepared with its Crispi air fryer.

Dave Kersey, VP, Global Head of Media, SharkNinja: "Great media isn't about reaching audiences, it's about understanding where they are in life's most meaningful moments and delivering value when it matters most,” says Dave Kersey, VP, Global Head of Media, SharkNinja. “The transition to college is a defining milestone for Gen Z, and through* First Day Ready*, we're able to engage students in a way that reflects how they truly discover and shop today. As a company built around solving everyday problems, SharkNinja is uniquely positioned to support consumers through every life stage, from first dorms and apartments to growing families and beyond."

Amazon Music concert extends campaign beyond campus

The block party will culminate in Off To College with Kane Brown, a livestreamed concert presented by Amazon Music. The broadcast begins at 7:30 p.m. CT and will be available through Prime Video, Amazon Music, Twitch, Fire TV and Samsung TV.

Students attending the campus event will also see an in-person set from DJ D-Nice that will not be part of the livestream.

First Day Ready connects with Prime for Young Adults

Mark Englert, Senior Director, Gatorade Powders: "The first day of college is all about new challenges, new people, and a lot coming at you all at once,” says Mark Englert, Senior Director, Gatorade Powders. “Gatorade has always been about helping people prepare for what’s ahead, whether that’s on the field or taking on a full day of campus life. First Day Ready lets us bring that mindset to students at a moment when they’re gearing up to go all in."

The campaign also incorporates Prime for Young Adults, which offers eligible higher education students and young adults aged 18 to 24 Prime membership at half the standard cost. The programme provides access to Prime delivery and entertainment benefits.

Digital campaign runs alongside campus activation

The First Day Ready digital experience is live on Amazon.com. The campus block party and concert are scheduled for September 5 at the University of Wisconsin–Madison, with the livestream beginning at 7:30 p.m. CT.

The participating brands include Gatorade, Michael Kors and SharkNinja.

advertising.amazon.com

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