Amazon Ads has launched "First Day Ready," a new multi-brand campaign designed to connect major brands with Gen Z students as they embark on their college journeys. Developed by the Amazon Ads Brand Innovation Lab, the initiative features a blend of shoppable content, immersive campus experiences, and a concert presented by Amazon Music.
The campaign, which began digitally on July 1, includes custom video spots for each brand, dedicated Amazon.com store pages with immersive shopping, Fire TV panoramic experiences, and Prime Video placements. It also leverages an Amazon Influencers package to boost brand visibility and engagement for sponsors Gatorade, Michael Kors, and SharkNinja.
On September 5, the "First Day Ready" campaign will move to the University of Wisconsin–Madison for a campus block party. Each sponsor will host an immersive storefront: Gatorade will offer a college tailgate experience with games, Michael Kors will present a student Jet Set Lounge, and SharkNinja will feature a frozen lounge demonstrating InstaChill technology and a kitchen counter with crispy chicken demos.
The block party will culminate in "Off To College with Kane Brown," a livestreamed concert presented by Amazon Music, broadcasting at 7:30 p.m. CT across Prime Video, Amazon Music, Twitch, Fire TV, and Samsung TV. 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."
Dave Kersey, VP, Global Head of Media, SharkNinja, emphasized the campaign's relevance, saying, "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." Mark Englert, Senior Director, Gatorade Powders, added that Gatorade aims to help students prepare for campus life. The campaign also integrates Prime Young Adult, offering discounted Prime memberships to eligible students and young adults.