GET OUTTA MY DREAMS, GET INTO MY CART
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 event campaign, “The Deals You’ve been Dreaming Of,” and appealed to a nostalgia-loving Gen Z audience.
We found a throwback track that tied directly to the message of dream deals – “Get Outta My Dreams, Get Into My Car” – and reimagined it in a social-first way to drive excitement and anticipation for Prime Day.
We took the song to TikTok with a gamified filter that let users compete by catching deals in a virtual cart. The filter was seen by billions, and the high scorers won real Prime Day prizes.
This was Amazon’s first-ever, social-led activation
that ran across all mass channels — including TV.
600+ Million Music Video Views
9.8 Billion TikTok Filter Views
1.2 Billion TikTok Filter Engagements
Awards
One Show Music & Sound Craft Artist/Brand Collaboration Shortlist
One Show Music & Sound Craft Music Adaption Song Shortlist
The Webbys Advertising Media & PR Social Video Shortlist
The Webbys Social Best Use of Filters/Lenses Shortlist
Press