Tinuiti helped Chomps drive a 124% increase in sales during Thursday Night Football

Goals

Chomps, a meat snack brand selling on Amazon, faced a fundamental challenge with live sports advertising: how to convert the massive reach of Thursday Night Football (TNF) into immediate, measurable sales. While TNF offered unparalleled audience scale, Chomps wanted to bridge the gap between high-funnel awareness and lower-funnel conversion in real time. A viewer seeing a snack ad during a game would typically need to remember the product and search for it later – leading to significant attribution decay and lost sales opportunities.

Chomps needed a way to capitalize on the high-engagement moments inherent in live sports viewership without losing the audience to distractions or lengthy purchase journeys. They partnered with Tinuiti, an Amazon Ads advanced partner specializing in full-funnel media strategy. The goal: prove that premium live sports content could serve as a high-velocity sales engine – turning the television screen into a point of sale at the exact moment of peak consumer interest.

Approach

Tinuiti deployed Amazon’s interactive video ads (IVA) during the 2025 Thursday Night Football season to create shoppable moments at scale. The strategy was built on a full-funnel philosophy: using TNF’s massive reach for awareness while providing a direct technical bridge to conversion. By activating the “add-to-cart” IVA functionality, Chomps allowed viewers to interact with the ad using their remote – adding the product to their Amazon cart without ever leaving the game broadcast.

The execution was strategically timed across two key activations. The first ran during the TNF season opener on September 11 to establish baseline momentum and capture the excitement of the returning football audience. The second activation on November 20 optimized the approach for the high-stakes holiday shopping window by running a customized IVA spot that included an “early Black Friday” limited-time deal. This combined the urgency of the holiday season with the high-intent environment of pre-Black Friday shopping to maximize the effectiveness of the interactive creative.

This approach eliminated the traditional silos between brand building and performance marketing. Rather than treating TNF as a passive awareness play, Chomps used IVA to create a connected, non-linear shopping journey that respected how modern viewers want to act the moment they are inspired – collapsing what was once a multi-day consideration cycle into a single interaction.

Results

The campaign delivered significant and immediate sales lift, proving the effectiveness of interactive formats in live sports. During the TNF season opener on 11 September, Chomps saw a +91% week-over-week increase in units sold compared to the prior week.¹ The correlation between ad airing and consumer action was clear: during the 9 p.m. E.T. hour when the IVA spot ran, Chomps experienced a 2X sales spike compared to the hour immediately preceding it.²

Results were even more pronounced during the November 20 “early Black Friday” activation. By combining the interactive format with a limited-time deal, Chomps achieved a +124% increase in units sold compared to the same day the prior week.³ Sales again peaked sharply during the 9 p.m. E.T. hour when the spot aired, demonstrating that the IVA format successfully drove immediate viewer response.⁴

These results highlight how interactive video ads can convert high-funnel reach into bottom-funnel outcomes within minutes – not days. By turning a standard 30-second commercial into a high-performance retail event, Chomps proved that live sports and shoppable content can work together to drive measurable business results at the exact moment of peak consumer interest.

Sources

^1–4 Chomps, U.S., 2025.