Dormcore

When we learned that 76% of new college students buy at least half of their belongings after arriving at school, we wanted to give them one less task to tackle during move-in. Our answer was Dormcore: An interactive showroom brought to 10 campuses across the US with a connected experience on Amazon. 

 
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E-Comm Experience

Products from 11 sponsoring brands were staged in scenes inspired by everyday activities like rest, focus, and self-care. By curating a catalog that students and their families could walk through and shop instantly, Dormcore made it simple to design their space for comfort, creativity, or whatever else. 

Students have bigger, longer-term things to stress over. Why over-hype the essentials? Here’s the stuff they need, right now, so they can get a move on what matters. 

 
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SOCIAL STRATEGY

With unique layouts at each campus, Dormcore installations became a natural invitation to snap and share. Amazon Campus staff supported by encouraging students and visitors—and generating content of their own.

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Media Channels

  • 200+ unique advertiser-sponsored ad units, plus range of house ads. 

  • Audio ads on Amazon Music. 

  • Prime Student email blasts. 

  • Location-based Snapchat filters.

  • UGC channel on Instagram.

  • On-campus signage. 

  • Activation swag, like interactive door hangers and stickers.

 
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Creative team: Michael Lowenstern (GCD), Katy Kennedy (CD), Jolanta Aerts (AD), Brian Chinn (CW), Zoe Zheng (D), John Gill (DV), Dora Yu (PM), Alina Perez Campos (P), Carrie Schaer (P).