Amazon Austria celebrates Prime Day with a hyperlocal 360° campaign

For Prime Day 2025, Amazon Austria is sending out a strong signal for local proximity, customer proximity and brand staging in public spaces. The 360° campaign focuses on the Prime Day Festival in Vienna's Prater, which not only offers Prime members an exclusive experience, but also puts Austrian cuisine and up-and-coming talent in the spotlight. The activation is complemented by eye-catching DOOH advertising, media work and a creator extension.

A new take on Kaiserschmarren: Amazon brings young chefs to the stage

In the run-up to the festival, Amazon and the Association of Chefs initiated a nationwide competition among Austrian apprentice chefs with the aim of finding a modern and surprising reinterpretation of Kaiserschmarren. The winning creation - a sweet Kaiserschmarren burger - will be freshly prepared by none other than the Austrian national culinary team and served to Prime members as part of the Prime Day Festival.

With this campaign, Amazon is highlighting the innovative power of young Austrian talent and is thus building on the economic success of the more than 2,500 Austrian SMEs that sell their products internationally via Amazon. The aim is also to give culinary talents visibility.

DOOH as an attention-grabbing stage in public spaces

The visual backbone of the campaign is the Iconic Screen from Azerion subsidiary Goldbach Austria, one of the most striking digital advertising spaces in Europe - prominently positioned on the Giant Ferris Wheel Square in Vienna's Prater. During the festival, the LED wall becomes a media extension of the live experience.

"The Giant Ferris Wheel Square is one of the most iconic public spaces in Vienna - a tourist magnet and urban magnet and urban meeting place at the same time. Our ICONIC LED screen offers the perfect opportunity to combine events, brands and visibility. The combination of advanced screen technology, high visitor frequencies and staging options is unique in Europe," says Alexander Leitner, Managing Director and CCO of Goldbach Austria.

Emotional brand experience with local relevance

The Prime Day Festival brings together culinary delights, entertainment, free rides on Prater attractions and encounters with celebrities such as Silvia Schneider and Stefan Kraft. The festival sees itself as a "thank you" to Prime members in Austria - not digitally, but physically tangible, locally anchored and integrated into everyday life.

PR & Creator campaign as a reach booster

The activation is accompanied by an earned media strategy and a selection of Austrian creators who accompany the festival live and extend it on social networks.

Photo credit: Maximilian Lottmann