Drake's team came to us asking us to build something that hadn't been done before. A fully bespoke storefront at Amazon.com/DrakesWarehouse that brought Drake's drakerelated.com world directly into Amazon's vast universe. We launched with 38 products spanning apparel, accessories, and collectibles celebrating his iconic catalog, marking the first time official Drake merch hit Amazon, complete with exclusives and Prime shipping. The activation reached across Amazon from the Amazon homepage, push notifications across Amazon users phones, throughout search and fashion.
Shopping the experience on Amazon
Launching the experience across social and Amazon
Outside of standard media we got Drake to post from @champagnepapi, while Amazon used push notifications across their platform to do everything from tease the experience, promote the store as well as exclusive items. This went beyond your typical merch drop to become a cultural moment that proved how powerful the intersection of commerce and culture can be. Oh yeah, and we got to use the elusive Amazon van (see below).
Some music industry love
Some fan love
