Amazon’s Prime Day is the biggest two-day sale in the world, yet the days of the sale change every year. We were challenged with announcing the dates for Prime Day 2022 in a memorable way that built on the overarching campaign “The Deals You’ve been Dreaming Of” and appealed to a nostalgia-loving Gen Z audience. The objective of the date reveal activation was to introduce the dates of Prime Day and create excitement to shop on the days of the event.

To get customers to stop dreaming of deals and commit to

buying them on Prime Day, we looked to an iconic Billy Ocean

track and switched up the lyrics to get shoppers singing "Get

Outta My Dreams, Get Into My Car[t]." We collaborated with

Grammy-winning artist Jon Batiste to re-write and re-record

the song and then created a music video that lived on our

social channels. We took the song to TikTok with a gamified

filter that let followers compete by catching deals in a virtual

cart. The filter was seen by billions, and the high scorers won

real Prime Day prizes.

Our Date Reveal strategy was based on the overarching Prime Day campaign strategy of “The Deals You’ve Been Dreaming Of.” The insight that unlocked the idea was that nostalgic content is consistently trending on social media YoY; the notion that diverse, underrated artists need to be put into the spotlight more often and that Gen Z doesn’t take themselves too seriously. We aimed to translate those insights by using a throwback track that tied directly to the message of dream deals – “Get Out Of My Dreams, Get Into My Car” –¬ and reimagine it in a social-first way to drive as much excitement and anticipation for Prime Day.

Famous musical artist Jon Batiste is sucked into a dream as he contemplates the many deals to be had on Amazon Prime Day. In the dream he finds himself singing Billy Ocean’s classic 80s pop song “Get Outta My Dreams, Get Into My Car[t]” as he imagines all of the deals, he wants to take home on Prime Day.

This was Amazon’s first-ever, social-led activation that ran across all mass channels including TV. We shifted key brand perception by +6 pt, increased awareness of the dates of Prime day by +4 pt and drove a never-been-done before unduplicated reach of +1.2B.

The “Get Out Of My Dreams, Get Into My Car(t)” music video was received incredibly well on social channels generating +87M impressions, +5,125% YoY and +360K engagements. The majority of comments inferred that the music video drove excitement to shop, reinforced Prime Day dates in a memorable way and tapped into the nostalgic, 80s feel which resonates among Gen Z. The music video received the strongest video view rate of all Amazon social content on Twitter at 28% (+27% YoY). On Snap, the music video earned +4s average screen time (+300% vs. benchmarks). As Snap Ads are skippable, average screen times tend to be closer to 1s.