Amazon Fashion X Twitch X WMA
Big Summer Sprint
Amazon Fashion Europe has announced its first-ever partnership with Twitch, the video livestreaming service that focuses on video gaming streaming, to showcase its best summer styles and brands, including Tommy Hilfiger and Reebok.
The collaboration saw two teams of Twitch content creators enter into a week-long European road trip from the Amazon Fashion Studios in Hoxton, London.
During the race across Europe the “Twitch superstars, emerging creators and fashion insiders” completed fun fashion challenges hosted by some of their favourite Amazon Fashion brands, while showing off their Amazon Fashion looks for every location and activity. WMA and Amazon Prime wanted the activity to be shared on Twitch with four live streams throughout the week, highlighting the team challenges and the results, which will decide how they travel to the next location or where they stay the night.
WMA asked us to pitch an idea for an EU Twitch activation which would bring to life Amazon Fashion’s territory of Endless Summer. It needed to intrigue and delight customers, and position Amazon Fashion as the go to place for everyone’s full holiday experience, from plane to beach to bar. The campaign needed to appeal to both youthful millenials and Gen-Z across EU5, attracting them to Amazon Fashion and surprising them with a PR worthy campaign that hit all their key sentiment drivers.
What we did.
We followed the two influencer teams across 4 European countries with roaming cameras as well as full production kits for panel-like discussions in various venues. With a total crew of 18, we managed the live stream, created on-screen graphics, and streamed simultaneous to 6 different Twitch accounts using LIVEU systems for stable internet connection no matter where we were streaming from. We recorded VTs on the road to create a travel highlights edit that were played out during the live streams.
Challenges included a Tommy Hilfiger styling trial in Paris, a trip to Milan via a scenic stop-off at Lake Constance, and a stop in Germany and Switzerland for a Yoga class with Reebok.
“We believe that investing in shoppable entertainment unlocks a big opportunity to connect with consumers, and we are excited about helping our brand partners to reach both new and existing Amazon Fashion customers through this fun and original campaign. We’re looking forward to exploring the creative opportunities this partnership with Twitch opens up, and finding innovative ways to help customers discover even more of the styles and brands they love at Amazon.”
Alex Barnett, Marketing Director, Amazon Fashion Europe.