The Amazon Holiday campaign, featuring animated videos of Amazon Prime Now, a Bluetooth enabled Oral-B toothbrush, and a Holiday Gift Guide, appears on an attract loop throughout 95 MTA On The Go kiosks across New York City’s subway stations. Each interactive video presents a call to action with a unique user experience. With Prime Now and Oral-B interactive, customers are presented with a gallery of products, and upon choosing an item, enter their postal code, following their mobile number, and are texted a link and discount to purchase the item from their device. With Holiday Gift Guide, a gallery of Amazon’s 300 most popular products is displayed, with a sorting algorithm that uses real-time product popularity based on user taps across all screens, to customize the advertisement each time a new user engages with the kiosks. The purchase process is the same across all videos.

Amazon Prime delivers items to specific neighborhoods in under an hour. New York City was one of the first cities to adopt Amazon Prime. When the delivery area expanded throughout the Holiday campaign, the postal codes in the advertisements were updated in real-time as it ran.