Amazon Ads Connects Brands with College Students through Immersive 'First Day Ready' Campaign

Amazon Ads has launched a comprehensive back-to-college campaign called 'First Day Ready' that spans digital and physical experiences. The campaign, which kicked off on July 1, aims to connect brands with college students in a seamless way. According to 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.'

The campaign features shoppable video content, dedicated brand store pages on Amazon.com, and immersive shopping experiences inspired by school campus locations. It also includes influencer content, with each brand sponsor owning its own space and storefront. For example, Gatorade recreated the college tailgate, building an experience that mirrors a real game day.

The campaign is supported by the Amazon Influences package, which leverages premium creator content to amplify brand visibility, awareness, and engagement. It also moves from digital to physical, with a campus block party at the University of Wisconsin on September 5. The event will feature a livestreamed Kane Brown concert, which will stream live on Prime Video, Amazon Music, Twitch, Fire TV, and Samsung TV.