PRIME NIGHT
Did you know that 75% of people 40 and under shop on their phones at night? Well, we did.
To tap this audience of late-night shoppers for Prime Day, we created Prime Night— a first-of-its-kind, 6-hour live event on TikTok between day 1 and day 2 of Prime Day. We assembled 12 of TikTok's biggest, best-loved, and most random stars and set out to fill 6 back-to-back hours of content all about Prime Day deals.
Through live skits, interactive games, musical numbers and outright chaos we entertained viewers in the middle of the night, while reminding them that Prime Day was still going on with the best deals.
Prime Night was named TikTok’s most successful branded live globally. It generated +40.7M impressions, +850K viewers and +750K engagements. 70% of people who were served the live event in their FYP clicked through to watch the livestream – TikTok mentioned they’ve never seen this happen within their Branded Live platform.
Awards
One Show Social Media Livestream Merit
AICP Real Time Engagement Winner
One Show Interactive Online & Mobile Innovation Shortlist
Webbys Advertising, Media & PR Social Video Shortlist
Webbys Social Experimental & Innovation Shortlist