Everyone knows that Amazon sells all kinds of products.

But in Brazil, people still had the impression that it only sold books.

To get the word out about the diversity of our catalogue, we advertised during matches in the country’s biggest football league.

We developed over 200 potential ads for different products that could interact with gameplay in real time.

Nobody likes to be interrupted by advertising when they’re watching a match on TV.

So we had the ads interact in real time with events on the field, making them into genuine entertainment.

We partnered with Globo, the network airing the matches, to ensure that our ads would air right away whenever they were able to dialogue with something that had just happened in the match.

When Amazon arrived in Brazil, hardly any Brazilians knew that the company sold anything besides books.

In the land of football, how could we speak to most of the population?

Through the country’s biggest football league: the Brasileirão.

And that’s what we did.

We bought a sponsorship for the championship and presented a huge variety of products in ads that interacted in real time with the plays on the field.

The initiative took place during the Brazilian league, with matches airing from May to November.

The games were aired nationwide and reached a hugely diverse target, since football is a national passion and the matches get some of the country’s biggest audiences. The campaign also spilled over into social media, as people were surprised by our ads and started posting about them on social media.

6MM people impacted live, on average, by each initiative

10% average boost in branded search after games activations

(source: Google)

Social posts showing the activations had 15x better engagement than Amazon’s best-performing organic social content.

(source: Stilingue and Amazon Internal Data)

One single activation got 9MM views, over 400,000 likes, and more than 2,500 comments.

+1000 spontaneous posts about the activation by Twitter users