Amazon x Super Bowl
Winter '26
Amazon x Super Bowl
How Amazon turned Super Bowl Week into record-breaking engagement.
M
Organic views
The Numbers
178
%
More efficient vs industry CPM benchmark
2
x
Instagram Story CTR benchmark
97.5
%
Positive audience sentiment
Overview
The Approach
The campaign was built for precision over volume. Two athletes, maximum impact. Unlike reactive playoff activations, this Super Bowl execution was strategically planned with lead time to deliver cinematic, premium content worthy of the biggest stage in sports.
Outcome
The Content
The Result
The campaign delivered 2.3M organic views while proving 178% more cost efficient than standard professional athlete CPM benchmarks. Engagement rate hit 12% above standard benchmarks, with 97.5% positive audience sentiment reflecting the authenticity of franchise-rooted athlete storytelling.
When one of the two featured athletes won Super Bowl MVP, the content went viral as fans returned to celebrate with the player who had just delivered on the biggest stage in sports. The campaign validated a precision-over-volume approach: strategic selection, cinematic execution, and cultural timing delivered outsized performance.
