Agency: Code and Theory
Challenge
Amazon Ads was preparing to debut its most advanced AI-powered ad innovations at Accelerate 2025. The new suite of tools promised to transform how marketers build and scale campaigns. A traditional showcase could not match the scale or excitement of that innovation. Attendees needed to feel the technology, not just watch it.
Solution
Together with Code and Theory, Amazon Ads reimagined the trade-show booth as a full-throttle arcade called Seller Speedway. Three custom racing games turned complex products into hands-on experiences: generating ads, uncovering insights, and teaming up with AI. What began as a booth became a playground for marketers to see Amazon Ads technology in action in an unforgettable format.
Results
Seller Speedway reimagined the booth as a connected ecosystem that spanned the entire Accelerate floor. Through QR codes, leaderboards, and shared rewards, every pit stop and partner activation worked together to keep attendees moving. The arcade drove over 4,000 microsite sessions, 6.4 minutes of gameplay per visitor, and an 89% profile completion rate, with 1,804 QR scans across the venue showing how engagement spread far beyond the booth.
Services
Art direction, Content strategy, Information design, 2D & 3D Motion graphics, Presentation design, Social media, Product research, On-site technical assistance
Awards
2026 ANA B2B B2 Proprietary Company Event, Gold (Amazon Ads x Accelerate Seller Speedway)
2026 ANA B2B B2 Trade Show or Conference, Silver (Amazon Ads x Accelerate Seller Speedway)
