Amazon takes over SuperPark for holiday playground campaign

Amazon Singapore has transformed SuperPark Singapore at Suntec City Mall into the Amazon.sg Holiday Playground in celebration of Amazon's black Friday sale, which takes place from 21 November to 2 December.

Taking place at selected time periods on 22 to 23 November, Amazon.sg Holiday Playground will feature a variety of exciting activities, delightful surprises, and meaningful opportunities to engage with the community.

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Participants can explore over 20 interactive stations at the indoor playground, including classic favourites like the Flying Fox and Ninja Track station, with an Amazon twist. Designed for all ages and fitness levels, this event provides the perfect backdrop for families to come together and enjoy the holiday spirit.

“We’re thrilled to kick off the holiday season with SuperPark Singapore, transforming our Black Friday Sale into a festive experience at the Amazon.sg Holiday Playground. This event is all about bringing families and friends together for a fun and interactive celebration,” said Peter Li, director, China and Singapore, International Store, Amazon.

Visitors can look forward to classic favourites such as:

•Pedal car track: Amazon’s fast and reliable delivery is something customers can rely on. So, buckle up and enjoy the twists and turns as you hit the indoor track to deliver joy at the finish line.

• Super soccer: Score top deals in a penalty shootout challenge. Go head-to-head to defend the goal or take the winning shot.

• Flying fox: Glide through the air with speed and ease, discovering Prime membership benefits while taking in a bird’s-eye view of the event.

• Super pinball: Step up to score big in this oversized pinball game. With one minute on the clock, aim to hit as many targets as possible to rack up points.

• Maze: Navigate a maze featuring QR codes linked to Amazon’s Black Friday Sale deals, providing a preview of exciting offers and discounts.

• Super climb: Ascend to new heights while browsing Amazon Black Friday sale deals.

In addition to the activities, simulating Amazon.sg’s fast delivery, participants can take on a special obstacle course challenge at the Ninja Track station.

Throughout the obstacle course, participants will have 30 seconds to find two matching product images within the Ninja Track. Those who succeed can redeem their finds for an Amazon.sg voucher.

The festivities extend to a Christmas tree crafting workshop, where participants can design and decorate their own mini Christmas trees.

These handcrafted trees can be taken home as personal keepsakes to hang on their own Christmas trees as ornaments or added to a communal Christmas tree displayed at the event, embodying the spirit of togetherness during the holiday season, it said. 

This comes shortly after Amazon split its global media duties between WPP and Omnicom Media Group (OMG) after its decade-long partnership with IPG, as confirmed to MARKETING-INTERACTIVE in September this year. 

The decision follows a thorough and extensive six-month review process, according to a spokesperson from Amazon. Amazon has evaluated each agency's expertise in the marketplace, media planning experience across all levels, media pricing, measurement capabilities, and account management across various geographic regions.

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