Amazon has launched a multi-brand campaign, ‘First Day Ready,’ created to appeal to Gen Z students going to college this fall.
The campaign features brand sponsors Gatorade, Michael Kors, and SharkNinja with custom videos and store pages for each business.
The marketing activity includes an influencer ambassador across videos, creator content, custom brand experiences, and a campus block party installation.
Amazon rolled out the campaign on 1 July on its website, which features shopping experiences, Prime Video placement, and creator-led content, which aims to boost visibility and engagement among young adults.
Dave Kersey, VP, global head of media, SharkNinja said: “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.
“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.”
The online retailer is set to launch an immersive storefront experience on 5 September at the University of Wisconsin-Madison.
Gatorade will have a popup featuring interactive games tied to its range of drinks, and Michael Kors will set up a student Jet Set Lounge, which has a photo booth, and charm personalization bar.
Home appliance brand SharkNinja will pilot their products at a frozen lounge installation that serves food from the air fryer.
Additionally, Amazon is displaying a livestreamed concert featuring musician Kane Brown, with the goal of utilizing omnichannel marketing to appeal to young adults.
Kate McCagg, global head of Amazon Ads Brand Innovation Lab said: “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.”
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