Amazon Ads launches ‘First Day Ready’ Gen Z campaign

Amazon Ads has launched ‘First Day Ready,’ a multi-phase brand partnership campaign designed by its Brand Innovation Lab to connect brands with Gen Z college students. The initiative features sponsors Gatorade, Michael Kors, and SharkNinja.

The campaign utilizes a variety of media channels, including shoppable video, custom brand store pages on Amazon.com, Fire TV experiences, Prime Video placements, and influencer content. On September 5, the campaign will transition to physical campus engagement with a block party at the University of Wisconsin–Madison, which includes a concert presented by Amazon Music.

Each sponsor will host immersive experiences on campus: Gatorade will feature a tailgate-themed challenge, Michael Kors will provide a ‘Jet Set Lounge’ with personalization options, and SharkNinja will demonstrate kitchen technology through a frozen lounge and food demonstrations.