Amazon: Prime Student Game
Open the game- Brand
- Amazon
- Objective
- Product launch
- Industry
- Tech
- Mechanic
- Arcade
- Agency
- Px8
Objective
Amazon Prime Student needed to shift from offline campus marketing to a digital-first acquisition channel during the post-COVID hybrid learning period in the DACH region (Germany, Austria, Switzerland). The objective was to position Prime Student as essential for bridging physical and digital worlds, driving signups among new university students during the winter semester peak when they were most receptive.
Solution
An integrated campaign combining a VFX-driven 3D interactive video game with performance marketing across multiple channels. Students played as themselves within a game environment, collecting Prime Student benefits to win grand prizes. The game featured dynamic 3D animations, character rigging, and compositing produced over 3 months by a core creative team. The offering was amplified through Moonbase's multi-channel performance marketing (Twitch livestreams, influencers, podcasts, Snapchat, Reddit) with multilingual creative assets in 5 languages. The Twitch component featured live sweepstakes with Xbox Series S and Microsoft Surface prizes as incentives.
Results
The DACH region campaign achieved broad success and expanded to 7 European countries (Germany, Austria, UK, Ireland, France, Italy, and Spain) during the winter semester peak. A related TikTok campaign in Spain and Italy generated 150M+ impressions and 13.3% increased ad recall.
