Effie Collegiate US Announces Amazon Collaboration for 2025 Spring Semester Brand Challenge

Dec. 12, 2024

Effie United States, a branch of Effie Worldwide - the global nonprofit dedicated to championing marketing effectiveness - has announced its collaboration with Amazon for the 2025 Effie Collegiate program. 

Modelled after the prestigious Effie Awards, the Effie Collegiate x Amazon Brand Challenge program engages marketing students across the U.S. to research, develop and present comprehensive marketing plans that address real-world business challenges.

For the upcoming 2025 Spring semester, college students will have the unique opportunity to work with Amazon and Effie to develop an integrated, multi-channel marketing campaign targeted at Gen Z that effectively demonstrates how Amazon Prime brings unmatched value to everyday life.

Prime offers unlimited fast, free delivery on a vast selection of items, exclusive deals and discounts, and extensive streaming choices on Prime Video. With a recent unified brand positioning, “It’s on Prime”, Amazon positions Prime as a membership that brings members closer to what they care about through savings, convenience and entertainment all in a single membership. 

Customers aged 18-24 are currently navigating a crowded membership landscape with limited budgets, frequently switching from providers to suit their needs. Prime is collaborating with Effie to learn more and be inspired by these younger customers as they seek brands that allow them to connect with their diverse passions - from mainstream to niche interests.

Submissions will be evaluated by a distinguished panel of industry experts from the Effie network representing agencies, brands, and media. Finalist teams will be invited to present their ideas to Amazon's marketing team in May 2025.

The competition is open to students enrolled either full-time or part-time at accredited U.S. colleges, universities, or educational institutions - including undergraduate, graduate, portfolio, and online programs. 

Participants have the opportunity to apply their academic knowledge to real-world challenges, gaining invaluable hands-on marketing experience, with finalist teams also getting the chance to network with industry leaders from Amazon and elsewhere. Professors benefit as well, with access to award-winning case studies, insights into industry trends, and supplementary resources to enhance their curriculum.

Traci Alford, Global CEO of Effie Worldwide said:

“We are excited to collaborate with Amazon on this transformative brand challenge. Effie Collegiate empowers students to bridge the gap between academic theory and practical application, fostering their growth as the next generation of marketing leaders. This collaboration exemplifies Effie’s commitment to championing marketing effectiveness, and we can’t wait to see the innovative strategies students develop to address this real-world business opportunity.”

 

Claudine Cheever, Amazon VP, Global Brand and Marketing said:

"At Amazon, we strive to create marketing that resonates with our customers, pushes creative boundaries, and delivers measurable results. We want to inspire the next generation of marketing creatives, too. This initiative not only provides a platform for groundbreaking ideas but also underscores our commitment to delivering effective and relevant solutions. Through our collaboration with Effie for the 2025 Collegiate Program, we invite students and professors to craft a marketing campaign that connects specifically with Gen Z audiences to demonstrate how Prime gets them closer to what they are into. We can’t wait to see the fresh perspectives and creative strategies these talented student teams will bring to inspire a new generation to love Prime.”

 

The Call for Entries for the Effie Collegiate US x Amazon Brand Challenge will open in January 2025. The competition welcomes students enrolled in full-time or part-time graduate, undergraduate, and portfolio programs at accredited institutions.

For more information about the Effie Collegiate US competition, visit www.effie.org/2025-effie-collegiate.