Amazon is hosting a game show on TikTok to promote Prime Day. The ecommerce platform is launching an event today called “Duel for Deals” from 7 p.m. to 9 p.m. PT on their TikTok page where viewers will take part in an “interactive livestreaming experience” and can access Prime Day deals in-app. The event will feature integrated shoppable content as influencers including Jake Shane (@octupusslover8), Alix Earle (@alixearle), and Jason Rodelo (@jasonrodelo) play as contestants on the gameshow. Amazon is looking for the “Duel for Deals” stream to engage as many consumers as possible to promote Prime Day (which takes place from July 11-12) while “meet[ing] consumers where they are,” so users can unlock deals without having to leave the app. YPulse’s Media Consumption report data shows that nearly half (47%) of Gen Z and Millennials currently have an Amazon Prime subscription, and given that they’re most likely to trust influencers for product recommendations, they’ll likely be taking advantage of the deals they promote. (Marketing Dive)
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