Amazon Prime Sport
you're on the card
Amazon's annual Upfront, with sport at centre stage.
The Amazon Upfront is where Amazon courts media buyers and industry partners ahead of the new season. In Sydney, Prime Sport took the spotlight — cricket and basketball sharing the bill. The brief was to give guests something physical to walk away with.
A Gen AI trading card activation, built from the ground up.
Guests stepped in front of HeyOK's Pro Booth and chose their sport — cricket batsman or basketball player. Gen AI transformed their photo into a cinematic action shot, styled as an Amazon Prime Sport trading card complete with their name and personal stats. Every card was printed on the spot and delivered digitally via QR code in under 30 seconds.
193 sessions. 187 shares. One day.
Near-complete digital uptake across the day points to content guests actually wanted to keep. The physical trading card gave the activation a tangible weight that a digital-only moment wouldn't have matched.
Gen AI meets the trading card format.
The concept required two things to land: a fast, guided guest experience and an output worth keeping. We built both.
Custom UX, physical output, instant digital delivery.
The Pro Booth ran a fully custom branded interface that walked guests through their session — sport selection, photo capture, and card generation. Gen AI composited each guest into a stadium action scene, then rendered their personalised trading card in real time. Cards printed instantly on-site and a QR code delivered the digital version before guests left the kiosk.
The Amazon Prime Sport brand carried across every surface — the Pro Booth wrap, the digital overlay, the card design, and the backdrop behind the rope barrier. Nothing was off-brand. HeyOK operators ran the activation for the full event duration, keeping throughput consistent and the experience tight.
Pro Booth — Gen AI + Instant Print + Digital ShareThe output.
Custom Amazon Prime Sport trading cards — cricket and basketball — generated by AI from each guest's photo and printed on the spot.
On the floor in Sydney.
What we delivered.
- ActivationPro Booth — Gen AI trading card experience
- OutputCustom printed Amazon Prime Sport player cards + digital share via QR
- BrandingFull Pro Booth wrap, custom digital overlay, branded card design
- CrewOn-site HeyOK operators for full event duration
- DeliveryInstant print on-site + digital copy via QR code in under 30 seconds
Event details.
- ClientAmazon
- EventAmazon Upfront
- ActivationPro Booth
- LocationSydney
- Duration1 Day
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