Dive Brief:

• As part of its Prime Day sales event, e-commerce giant Amazon is turning to TikTok for an interactive livestreaming experience, according to information shared with Marketing Dive.
• Created in partnership with content production shop Tool, “Duel for Deals” combines shoppable content with a game-show format. During the event, a number of TikTok influencers will play a series of games while viewers work cooperatively in the chat to unlock specific deals.
• The event takes place today (July 11) from 7 p.m. to 9 p.m. PT on Amazon’s TikTok channel, where viewers will be able to access the deals without leaving the app.

Dive Insight:

For Amazon’s annual Prime Day event, taking place this year on July 11 and July 12, the e-commerce giant is looking to get consumers interacting with the brand in a creative, cross-platform way. The campaign meets consumers where they are, allowing them to unlock deals without leaving the TikTok app.

Despite the looming possibility of a ban, TikTok remains a strong platform for marketers to reach younger consumers. Further, 75% of marketers believe they will spend more on the platform over the next year. By utilizing the platform on Prime Day, Amazon is able to generate social media engagement and organic buzz while also allowing consumers to interact with both platforms simultaneously.

TikTokers taking part in the event include Symone, Jason Rodelo, Jake Shane, @RicoTaquito, Bigfoot Bae, Leenda Dong, @Aliyah’sInterlud and others. Tool director Adriana Cruz is directing the effort. Previously, Cruz worked on “Saturday Night Live,” directing sketches such as Pete Davidson’s portrayal of Eminem in “NFTs,” among others.

Amazon Prime Day serves as a way for consumers to get their hands on desirable products at a discounted price, giving the e-commerce platform a sales lift midyear. The e-commerce platform has experimented with integrated marketing in the past, notably when its Prime Video show, “The Marvelous Mrs. Maisel,” took over Fifth Ave. in New York City.