Effie United States, a branch of Effie Worldwide, has announced its collaboration with Amazon for the 2025 Effie Collegiate US program. Modeled after the prestigious Effie Awards for marketing effectiveness, the program engages marketing students across the U.S. to research, develop, and present comprehensive marketing plans that address real-world business challenges.
This semester, college students are invited to work with Amazon and Effie to develop an integrated, multi-channel marketing campaign targeted at Gen Z that effectively demonstrates how 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.
“We are excited to collaborate with Amazon on this transformative brand challenge,” said Traci Alford, Global CEO of Effie Worldwide. “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.”
“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,” said Claudine Cheever, Amazon VP, Global Brand and Marketing. “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 in to. 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 competition is open to all full-time and part-time students enrolled at accredited U.S. colleges, universities, or educational institutions, including undergraduate, graduate, portfolio, and online programs.
Key Date to Note:
• Entry Submission Deadline: April 2nd
Ready to take the challenge?
• Register Your Intent to Enter
For more about the Effie Collegiate US competition, visit www.effie.org/2025-effie-collegiate/
About Effie Worldwide
Effie leads, inspires and champions the practice and practitioners of marketing effectiveness globally. We work across 125 markets to deliver smart leadership, applicable insights, and the largest, most prestigious marketing effectiveness awards in the world. Winning an Effie has been a globally recognized symbol of outstanding achievement for over 50 years. We recognize the most effective brands, marketers, and agencies globally, regionally, and locally through our coveted effectiveness rankings, the Effie Index. Our ambition is to equip marketers everywhere with the tools, knowledge, and inspiration they need to succeed.
About Prime
Prime is savings, convenience, and entertainment in one single membership. More than 200 million paid Prime members around the world enjoy access to Amazon’s enormous selection, exceptional value, and fast delivery. In the U.S., we offer more than 300 million items with free Prime shipping, including tens of millions of the most popular products available with Same Day or One-Day Delivery. Anyone can join Prime for $14.99 per month or $139 per year, or start a free 30-day trial if eligible at amazon.com/prime. Additionally, young adults and higher education students of any age can try Prime with a six-month trial at amazon.com/joinstudent, then pay a discounted rate of $7.49 per month or $69 per year for a membership. Qualifying government assistance recipients can get Prime Access for $6.99 per month at amazon.com/getprimeaccess. For more information about Prime, including discounted memberships, visit aboutamazon.com/prime.
