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Library/Campaign/Amazon Prime Day 2015
Grade B21 sourcesHIS-01173

Amazon Prime Day 2015

Campaign · 2015 · Notable

50Editable slideCertificate

Amazon reported 34.4 million items ordered as shoppers mocked its first Prime Day.

Ric

@RicDoesStuff · Jul 15, 2015

I was less disappointed when my parent's divorced. #PrimeDay

470
Post · @RicDoesStuff on X
Amazon’s retrospective illustration of the first Prime Day, showing a shopper carrying Amazon boxes.
Amazon
Amazon Prime Day promotional artwork
Amazon
Amazon Prime Day Is Less of a Mega-Sale Than a Crappy Yard Sale, Customers Say
Adweek
Is Amazon's much-hyped "Prime Day" a dud?
The Associated Press (via CBS News)
An Amazon Echo on a kitchen counter
Fortune (via TIME)
Walmart Answers Amazon's "Prime Day" With Deals And Free Shipping | TechCrunch
TechCrunch

Spread Score

How it works
Reach41Contagion35Breadth60Velocity65Longevity6250

Numbers

#PrimeDayFail potential impressions, Brandwatch; not unique people
58M
As of Jul 17, 2015 · Brandwatch / Dinah Alobeid (via Social Media Today)
Seed to peak proxy
9 days
Jul 6 ’15 to Jul 15 ’15
Platforms
5
Started on Open web
Origin
Mixed
Retail

Mechanics

  • Scarcity drop
  • ControversyPrimary
  • Platform jump
  • Press loop
  • Pairing

How it spread

Trace the origin

Amazon promoted its first Prime Day with public art and paid ads. Shoppers’ jokes reached press roundups and Facebook’s trending list. Amazon reported 34.4 million items ordered. Sale-day Facebook trending anchors the attention proxy.

Proxy date; not a directly measured attention peak.

Google searchesJun ’15JulAugOctDecMar ’16MayJulPeak proxyOpen webPressXFacebookRetail
Open webPressXFacebookRetail

13 more events on this chart

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Timeline (16)

  1. July 2015

    Amazon seed · Jul 6 ’15

    Amazon launched its Prime Day promotion with a #PrimeLiving photo contest and commissioned public art.[1]

    Open the first post ↗

  2. The Verge press · Jul 6 ’15

    The Verge covered Amazon’s announcement of Prime Day and its members-only deals.[2]

  3. Walmart owner response · Jul 13 ’15

    Walmart announced rival deals and lowered its free-shipping minimum to $35.[3][4]

    Walmart Answers Amazon's "Prime Day" With Deals And Free Shipping | TechCrunch

  1. commercial · Jul 15 ’15

  2. backlash · Jul 15 ’15

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Why it worked

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Origin
Mixed
Sector
Retail
Region
Global
#PrimeDayFail potential impressions, Brandwatch; not unique people
58M
As of Jul 17, 2015 · Brandwatch / Dinah Alobeid (via Social Media Today)
Evidence
Grade B

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