SEATTLE, Sept 1 — Amazon Ads announces First Day Ready, a multi-phase brand partnership campaign developed by Brand Innovation Lab, the creative arm of Amazon Ads, that connects brands to Gen Z students heading to college.
The campaign brings together brand sponsors — Gatorade, Michael Kors, SharkNinja — each paired with an influencer ambassador across shoppable video, custom brand experiences, creator content, and a campus block party 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.
From dorm rooms to storefronts
The campaign launched July 1 with custom video spots for each brand, dedicated brand store pages on Amazon.com featuring immersive shopping experiences, Fire TV panoramic experiences, Prime Video placements, and an Amazon Influencers package that leverages premium creator content to amplify brand visibility, awareness, and engagement.
On September 5, the campaign moves to campus with a block party at the University of Wisconsin–Madison. Each brand sponsor operates its own immersive storefront:
- Gatorade: A college tailgate experience featuring games tied to Propel powder, Gatorade Zero powder, and Gatorlyte powder, including a jump meter challenge inspired by UW’s “Jump Around” tradition.
- Michael Kors: A student Jet Set Lounge featuring a giant inflatable handbag, photo booth, and charm personalization bar.
- SharkNinja: A frozen lounge demoing InstaChill technology and a kitchen counter serving crispy chicken from their Crispi air fryer.
“Great media isn’t about reaching audiences, it’s about understanding where they are in life’s most meaningful moments and delivering value when it matters most,” says Dave Kersey, VP, Global Head of Media, SharkNinja. “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. As a company built around solving everyday problems, SharkNinja is uniquely positioned to support consumers through every life stage, from first dorms and apartments to growing families and beyond.”
One street, one concert, fans everywhere
The block party culminates in Off To College with Kane Brown, a livestreamed concert presented by Amazon Music. The concert broadcast begins at 7:30 p.m. CT across Prime Video, Amazon Music, Twitch, Fire TV, and Samsung TV, and students on campus will be treated to a special, in-person only set from DJ D-Nice that will not be included in the livestream.
“The first day of college is all about new challenges, new people, and a lot coming at you all at once,” says Mark Englert, Senior Director, Gatorade Powders. “Gatorade has always been about helping people prepare for what’s ahead, whether that’s on the field or taking on a full day of campus life. First Day Ready lets us bring that mindset to students at a moment when they’re gearing up to go all in.”
First Day Ready also integrates Prime for Young Adults, offering higher education students and young adults ages 18–24 access to Prime membership at half the cost — connecting the campaign experience directly to ongoing savings, fast delivery, and entertainment. Attendees can head to amazon.com/youngadult to learn more and see if they’re eligible for a $0 trial.
Where to experience First Day Ready
The First Day Ready digital experience is live on Amazon.com. The campus block party and concert take place September 5 at the University of Wisconsin–Madison. Livestream begins at 7:30 p.m. CT.
- Gatorade
- Michael Kors
- SharkNinja