— TEAM: INTERNAL AT AMAZON XCM // CLIENT: AMAZON — AWARDS: WEBBY SHORTLIST, ONE SHOW MERIT
Big personalities. Bigger Deals. Teeny tiny living spaces.
(Case study above, full course below.)
There are a million reality home shows, but none of them are designed for the ones who really need to save a buck – college students.
So when Amazon launched its first-ever college retail campaign, we created the home tour show the world was starring, featuring big stars in little living spaces.
We partnered with real college celebs like Stranger Things star Noah Schnapp and NCAA basketball champs Angel Reese and Flau’jae Johnson to show how much style you can pack into 364 sq ft.
And to reach the very large overlap of college students and gamers, we created a first-of-its-kind, live game show on Twitch: Win My Dorm.
On the pilot episode of Win My Dorm, We gave Team Summertime (college-aged gamers) a dorm room full of college gear with one catch: everything was up for grabs.
Over the course of 2 hours and a gauntlet of challenges, real college kids in the chat won it all – even the TV and controllers in their hands.
The result? The entirely shoppable campaign paid off.
77M views, 683K live viewers of Win My Dorms, and a 13% increase in off-to-college purchases YoY. And a bunch of comments like these, which are probably even more valuable.
Dormz: Sophomore Year
👾👾👾
Win My Dorm
👾👾👾
Amazon: Off to College
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Dormz: Sophomore Year 👾👾👾 Win My Dorm 👾👾👾 Amazon: Off to College 📦 📦 📦
