75% of College students identify themselves as "gamers." So to promote our 2023 Amazon Off to College collection of products, we wanted to reach our target audience with a tailored experience that spoke authentically them, while getting them excited about Amazon's range of college products and deals.

To showcase items from Amazon’s 2023 Off to College collection, we wanted to reach college students where they spend 75% of their time: playing video games. So, we created a first-of-its-kind Twitch livestream competition – Win My Dorm. We partnered with popular Twitch streamers; Team Summertime who were given their dream dorm room filled with items from Amazon’s Off to College collection. Then we made them compete in ridiculous gaming challenges to keep their stuff. Every time they lost, viewers won, as the items filling their dorm were removed live and shipped off to random viewers in the chat. This went on until there was essentially nothing left dorm room.

We also gave viewers the chance to seamlessly shop all of the Amazon college items directly from the stream with Twitch's first-ever shoppable widget. That way, everyone was a winner. Well, except Team Summertime. They lost everything.

With a focus on college students, we learned that roughly 75% of our audience played video games. To ensure we were able to reach them effectively, we wanted to be in places they were. So we went to where gamers hang out — Twitch — the largest gaming streaming platform on the planet (with an average of 46 billion minutes watched per month). However, we didn't want to just place ads there, as that ruins the platform experience. Instead, we wanted to show up in a more organic way that would intice audiences to engage with the experience while also reinforcing the larger Amazon Off-to-College campaign universe. The result was a bespoke activation, native to the Twitch platform that laddered up the larger Amazon Off to College campaign universe.

For the Win My Dorm sponsored livestream event, we started by teaming up with popular college-aged Twitch streamers Team Summertime (who had thousands of followers and tons of experience). We then had them curate their dream dorm filled with items from Amazon’s Off to College collection. Then we made them compete in ridiculous gaming challenges to keep all the college swag in their room. Every time they lost, viewers won, as items were taken away live and shipped off to random viewers in the chat. We also gave viewers the chance to shop all of the Amazon college items directly from the stream with Twitch's first-ever shoppable widget. That way, everyone was a winner (well, except for Team Summertime). We took over Twitch's homepage for 2 hours during the back to school season, with close to 700K unique views (+65% over Twitch's benchmark).

We took over Twitch's homepage for 2 hours, exceeded all of Twitch's benchmarks: 683K unique views (+65% over benchmark), 4500 chat messages (+77% over benchmark), and 31M total impressions.