Case study
Sony Electronics drives 65% new-to-brand sales with TNF ad innovations and AMC
As an official NFL technology partner, Sony Electronics launched a full-funnel Thursday Night Football campaign that combined premium live sports reach with closed-loop retail measurement to drive new customer acquisition during the holidays.
key insights
65%
Campaign-attributed sales from new-to-brand customers
2X
Higher detail page view rates among audiences exposed to TNF and sponsored ads
2X
Higher add-to-cart rates driven by in-game Retail Deal
Goals
It's Thursday night. Millions of viewers are locked into a Prime Video Thursday Night Football broadcast, watching every snap. And between the action, a Sony ad doesn't just reach them, it invites them to shop. No second screen required.
That's the experience Sony Electronics set out to create. As an official technology partner of the NFL, Sony wanted to do something that elevated a live sports partnership: connect the energy of a broadcast moment to a measurable purchase on Amazon. Specifically, turning Thursday Night Football viewers into new customers adding products to their carts during the holiday shopping peak.
Sony had two goals: leverage Amazon's ad innovations to deliver tailored, high-impact creative at scale during TNF, and use Amazon Marketing Cloud (AMC) measurement capabilities, including Amazon Retail Purchases insights, to follow the full journey from first impression to purchase. They aimed to demonstrate that live sports advertising on Prime Video could build the brand and drive sales in the same moment.
Working with their marketing agency Tinuiti, Sony designed a multi-game TNF strategy that combined upper-funnel reach with conversion-focused activation, measuring success through new-to-brand customer acquisition, detail page view rates, add-to-cart rates, and brand lift metrics.
Approach
Sony and Tinuiti wanted every TNF game to work harder, across multiple broadcasts in 2025, reaching the right viewers and giving them a reason to act.
The campaign used two key creative innovations: Audience-Based Creative (ABC), which enabled Sony to serve tailored messaging to different audience segments within the same broadcast, and Interactive Video Ads (IVA), which transformed passive viewers into active shoppers by enabling direct engagement from the living room screen. Sony utilized geo-targeting, lifestyle segments, and in-market audiences to ensure the right products reached high-intent shoppers at the moment of greatest receptivity.
To drive lower-funnel conversion, Sony incorporated a strategically timed in-game Retail Deal positioned ahead of the holiday shopping peak, meeting viewers in a moment when they were already thinking about gifting. The brand then deployed remarketing to re-engage TNF-exposed audiences after game day, extending the campaign's impact beyond the live broadcast window.
Throughout the campaign, Sony and Tinuiti actively used Amazon Marketing Cloud, including insights from Amazon Retail Purchases, to drive comprehensive closed-loop measurement and real-time optimization. This approach let them connect upper-funnel exposure directly to retail outcomes, a measurement capability unique to Amazon's advertising ecosystem.
Sony delivered an in-game Retail Deal during the live broadcast, which allowed the audience to interact with the ad during a high-visibility moment.
Results
So what happened when fans got that invitation to shop from their living room?
The campaign delivered exceptional full-funnel performance, validating the power of combining premium live sports inventory with Amazon's ad innovations and measurement capabilities.
Growing the customer base is just as valuable as any single transaction, and that's exactly what TNF delivered for Sony. 65% of all campaign-attributed sales came from new-to-brand customers who'd never bought from the brand on Amazon before.1
When Sony ran an in-game Retail Deal during the broadcast, viewers responded: 2x higher add-to-cart rates and 4x higher detail page view rates compared to Sony's other TNF games. Pairing a live moment with a reason to buy made the difference.2
That pattern held across touchpoints, too. Audiences exposed to both TNF and sponsored ads drove 2x higher detail page view rates versus those exposed only to sponsored ads. Upper-funnel reach didn't just build awareness; it made everything downstream work harder.3
Beyond retail metrics, the brand campaign improved brand favorability by 7% and brand consideration by 8%, confirming that the creative strategy resonated emotionally while also driving commercial outcomes.4
“We were very excited to leverage our NFL partnership with this TNF campaign and were thrilled with the results,” said Maya Wasserman, Head of Marketing, Sony Electronics. “The ability to not only measure brand impact but also retail sales—a true full-funnel view—was invaluable.”
For brands exploring what's possible with live sports advertising, Thursday Night Football's premium reach and innovative ad formats, combined with AMC's measurement capabilities, point to a path beyond traditional awareness metrics, toward measurable, full-funnel business results.
“The couch-to-cart evolution of live sports has presented an opportunity to expand incremental reach while driving consideration down the funnel on premium content,” said Jonathan Cole, Director of Commerce Business Development & Measurement, Tinuiti. “We are excited to continue the combination of TNF media with AMC measurement and targeting to help grow the business.”
When your ad shows up in a moment your customer already cares about and gives them a simple way to act on it, you're not just advertising. You're becoming part of how they shop.
Sources
1-3 Amazon internal data unless otherwise noted. Results from 2025 TNF season. Results reflect one advertiser and are not a forecast for expected outcomes.
4 Dynata