SEATTLE — Amazon Ads has launched a multi-brand campaign to reach Gen Z consumers as they head to college, combining shoppable media, creator content, physical experiences and entertainment.
The “First Day Ready” campaign unites Gatorade, Michael Kors and SharkNinja in a partnership developed by Brand Innovation Lab, Amazon Ads’ creative arm.
Each participating brand is paired with an influencer ambassador, and the campaign spans shoppable video, customized brand experiences, creator content, and a campus event culminating in a concert presented by Amazon Music.
“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 began on July 1 with customized video spots for each brand, dedicated Amazon.com brand stores, Fire TV panoramic experiences, Prime Video placements, and an Amazon Influencers package designed to increase brand visibility and engagement.
The campaign moves to the University of Wisconsin-Madison campus on Sept. 5, with each sponsor operating an immersive storefront. Gatorade will host a college tailgate experience featuring its powder products; Michael Kors will offer a Jet Set Lounge with a photo booth and a personalization bar; and SharkNinja will demonstrate products, including its InstaChill technology and Crispi air fryer.
The block party will culminate in “Off To College with Kane Brown,” a concert livestreamed on Prime Video, Amazon Music, Twitch, Fire TV, and Samsung TV. An in-person set by DJ D-Nice will also be offered exclusively to students attending the campus event.
Amazon Ads is also integrating Prime Young Adult into the campaign, aligning the marketing experience with Amazon’s broader shopping, delivery and entertainment ecosystem. The program offers eligible higher education students and adults ages 18 to 24 a Prime membership at half the regular cost.
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