The summer in Spain is marked by the celebrations of ‘the festivals of the villages’ and verbenas. “The Festivals Prime Day” were born with the aim of honoring these festivities so rooted in our culture, thus demonstrating our commitment to the rural environment, and celebrating Prime Day. We want to join this moment so relevant to the Spanish, and give visibility to smaller localities.

This year, as a novelty, we have organized a contest to search for the town where to celebrate the third edition of the Prime Day Festivals

Objective

• Support Amazon’s commitment to the rural environment and empty Spain
• Generate knowledge and visibility of Prime Day through media and social networks.
• Promote the purchase of offers on Prime Day and the Prime subscription.
• Increase knowledge about Amazon and the benefits of Prime subscription especially in smaller regions/populations, where there is less penetration, by building a “local” narrative to show Amazon wants to be close to its customers wherever they are, reinforcing its commitment to rural areas and SMEs.

The Idea

During April, the ‘Amazon Searches People’ competition was held to determine which Spanish town would host the third edition of the Prime Day Festival.

Pedraza (Segovia) proclaimed himself the winner of more than 180 candidates from all over Spain who presented themselves, becoming the host of “Las Fiestas Prime Day 2025” which were held on July 3. With this idea we wanted to reach the neighbors of the town and surroundings, people of Segovia; local, regional and national media; influencers and celebrities that helped us create notoriety of the event.  

To offer attendees a complete “village party” experience, many activities were organized for all ages, which both the inhabitants of Pedraza and those nearby localities who wanted to attend could enjoy in a totally free and public friendly way. The small business market ‘Spain a un Clic’, popular food with Amazon Fresh, fair stalls and popular games, the Caja Prime, Alexa’s booth, OT’s karaoke… and a lot of activities turned “Las Fiestas Prime Day” into a fun day that honored one of the most typical things of our culture, the village holidays. 

As a culmination of the event, we have musical performances by Amazon Music with artists such as La Nenu DJ Set, Despistaos and Kiko Rivera, who closed the night with a concert all over the place.

“The Prime Day 2025 Festivals” was an unforgettable day, perfect to prepare for Prime Day offers between July 8 and 11.

General public, press and influencers.