Amazon's goal is achieved through an ambassador activity in 12 cities and 15 universities. The ambassadors invited students to sign up for the Prime Student subscription at a cost of just 18 euros per month (instead of the 36 euros per month of the Prime subscription alone), with the first three months of free trial from activation. In addition to this, Prime Student offers the possibility of having many products targeted at students (stationery, technology, etc.) with additional discounts. Once the email was received and the subscription trial was activated, the ambassadors gave the students various gadgets, depending on the week in question; the activity was in fact divided into different moments: Back to School, Prime Video, Prime Music and Christmas Surprise, as well as special moments including Halloween and Black Friday and each week the gadgets were different (audio headphones, post-its, notepads, scratched cards, Advent calendars, Santa Claus hats, etc.). The ambassadors were also responsible for creating social content (Fb or Ig) weekly and organizing two events at the university during the project: Amplify With Alexa and Supercharge Events in which to insert the Prime Student brand.
