Twitch is the largest gaming streaming platform, and its largest demographic is 18–24-year-old’s (same as our college target audience). So, instead of simply asking college-goers to shop items from Amazon's Off-to-College collection, we gave them a chance to WIN them with Win My Dorm – a first-of-its-kind shoppable Twitch livestream competition. Popular streamers, Team Summertime, were given a dorm room filled with Amazon off-to-college products and had to complete a series of impossible gaming challenges. With every loss, viewers would win an item from their room, while others could shop them directly from the livestream with Twitch's first-ever shoppable widget.

Twitch is the largest gaming streaming platform on the planet where people watch other people play video games (commonly called streamers). Twitch is a shared live experience where viewers are able to interact via chat, live polls, and more as streamers play. And it's immensely popular: the 14th most popular website in the U.S., an average of 46 billion minutes watched per month, and the average Twitch user spending 95 minutes daily on the platform. With the majority of its audience being between the ages of 18-24, it was the perfect place to reach our target audience (college students) and do something fun and entertaining while showing off amazing deals on Amazon's Off to College collection.

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.

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.

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 with popular Twitch streamers, Team Summertime. They 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 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 Team Summertime. They lost everything.

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.

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. The biggest challenge was that Win My Dorm would be a first-of-its-kind shoppable Twitch livestream competition. We had to navigate new territory with our production partner and it was all live, so we also had to account for and minimize mistakes.