Project:
Amazon TNF Storefront
Client :
Amazon GME Shopping
Prime Video
NFL
Role :
Art Direction
Graphic Design
Production Design
Components :
Art Direction
UI Design
Display Ads
Web Design
Homepage Heroes
Mobile Design
Above the Fold Assets
Project Brief:
Design customizable store and supporting assets for the first season of Thursday Night Football on Amazon Prime.
Amazon leadership asked for a TNF storefront to promote and sell merchandise related to the specific teams playing in each week’s game. The goal was to enhance the fan experience, increase merchandise sales, and build excitement around the weekly matchups. With a limited time frame required, all involved worked on a tight deadline to complete the project ahead of the first game.
Working directly with stakeholders within the GME Shopping group, I designed the look and feel of the storefront, Homepage assets and traffic drivers, incorporating the new TNF branding. Through an iterative process that included approvals from the Prime Video group as well as the NFL, we were able to meet the deadline. Once the initial few weeks of design and asset were in place, production designers were able to easily create and update the campaign for subsequent weeks.
Assets:
Results:
Storefront and campaign launched on time for the first TNF game.
-
The premier week totaled over 24 million impressions, increasing to 51 million the next week and well over 300 million for the season.
-
CTR from the storefront averaged 5.6% for the season.
-
Sales directly from the storefront totaled over $900,000 for the season with the average customer spending $57 per order.
-
Week over week traffic fluctuated during the season depending on the matchup, growing again late for holiday shopping.