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.
Out2Win launched with a large-scale UGC activation to establish early reach and performance benchmarks across campus communities. As the playoff progressed, early signals showed significantly stronger engagement from football-focused content, prompting a strategic shift toward produced executions featuring in-game relevant athletes during peak post-win moments.
Outcome
The Content
Content was deployed within narrow windows between games to capitalize on heightened fan attention, with feed posts optimized for reach and Stories driving storefront traffic through tracked links. The campaign ran exclusively on Instagram, where organic amplification and earned media value concentrate most heavily during tent-pole sports moments.
By continuously reallocating resources toward the strongest-performing athletes and formats, the campaign remained flexible while staying tightly aligned with the playoff narrative.
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.
