Amazon x College Football Playoff
Winter '26
Amazon x College Football Playoff
How Amazon turned real-time playoff momentum into high-intent fan traffic.
M
Impressions, 3.9x industry benchmark
The Numbers
87
%
Above industry CTR benchmark
57
%
More efficient vs. industry CPM benchmark
98.6
%
Positive audience sentiment
Overview
The Setup
Partner: Amazon
Platform: Instagram
Talent: 54 college athletes led by high-profile football players including Mark Fletcher, Zabien Brown, Devin Sanchez, Bryce Boettcher, and KJ Bolden.
Timeline: A three-week, momentum-driven execution. Over 45 athletes were activated on 72 hours’ notice to establish early scale, followed by fast-turnaround produced content featuring high-profile players deployed within days of playoff wins.
The Approach
The campaign was built to move at the speed of the College Football Playoff, prioritizing rapid execution, real-time learning, and alignment with evolving fan momentum.
Outcome
The Content
The Results
The campaign delivered 7.9M impressions, nearly four times projected reach, while maintaining strong efficiency and audience quality throughout the College Football Playoff. Click-through performance exceeded industry benchmarks by 87%, demonstrating meaningful purchase intent despite an awareness-first strategy. Football-focused content executed around key playoff moments consistently led performance, validating the campaign’s real-time, momentum-driven approach.
