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Special Project

Special Project
From the 16th Annual Shorty Awards

Bose US & Amazon STV Black Friday Football

Gold Honor in Innovative Media Buying Strategy


The primary aim of the Amazon Black Friday Football STV activation was to stand out amidst the holiday time-frame media noise and engage our music-loving consumers, fostering both brand awareness and product consideration. Our overarching objective for this Amazon initiative extends beyond a simple targeted linear buy with a call to action; it encompasses leveraging the full funnel approach, capitalizing on remarketing efforts, and strategically aligning with the key commercial timing of Black Friday for our consumer brand. By doing so, we not only aim to capture attention but also drive incremental revenue through remarketing opportunities. This new to market Black Friday Football targeted STV activation provided Bose with a native opportunity to achieve these objectives, as users were organically immersed in Black Friday football games, actively consuming content, and we could then pass the exposed audiences to our lower funnel counterparts to remarket digitally.

Strategy and Execution

Amazon Black Friday Football offered a strategic opportunity for Bose in the live sports broadcasting space, aligning with the passion of music lovers. The Black Friday period is crucial commercially for a direct-to-consumer (DTC) brand. Leveraging this timing allows us to drive awareness and product intent in a single purchase, maximizing full-funnel activation within a commercial window. Collaborating closely with Amazon ensures synergy between brand and sales efforts, resulting in increased sales for both Bose.xx and Amazon.

Bose participated in the first-ever Black Friday NFL telecast on Amazon, free to 15-20MM users. This Black Friday Football (BFF) placement let Bose run multiple shoppable ads, targeted to different audience cohorts. The BFF placement allows Bose to retarget off of those who saw our ads in the game connecting our activity across the funnel. The unit will be split amongst 3 different :30 creative executions with custom in-market targeting for each: Our talent hero featuring Donald Glover wearing the Quietcomfort Ultra Headphones, and 2x custom creative executions featuring SUSB and QCUE.  All three used an interactive QR code feature to drive traffic to the Amazon product page via promo offers for BF.


The Amazon performance agency effectively utilized targeted engager audiences in their lower funnel campaigns to boost revenue during the Black Friday shopping period. Specifically, notable outcomes from the combined remarketing efforts include: +295K conversions attributed to ads and +318K Detail Page Views attributed to ads. These retargeted audiences not only yielded impressive return on ad spend (ROAS) but also heightened Bose's new-to-brand rate, resulting in new customers for the brand.


Video for Bose US & Amazon STV Black Friday Football

Entrant Company / Organization Name

VaynerMedia, Bose