American Express: AMEX SYNC SHOW

Credits & Description:

Advertiser: AMERICAN EXPRESS
Agency: DIGITAS
Category: Financial Products & Servcies
Advertising campaign: AMEX SYNC SHOW


Client Brief Or Objective
American Express created a partnership with Twitter and a new way to save just by sending a tweet. A big idea like this deserved a big launch - an audience of influencers that would tell the world. Our Objectives: •Generate scaled earned media attention with tech influencers to drive consumer appeal for the launch •Drive national consumer adoption of the productOur Audience: •Top tech and media influencers •Digitally-savvy consumers that over index on TwitterSXSW was the perfect venue, but there was still challenge: how do you command the attention of a super-conference full of “seen-it-all-before” techies?

Outcome
We influenced the influencers •“What If the Real 'Winner' of SXSW Was… AmEx?” – Ad Age•“The Social Credit Card: AmEx Syncs With Twitter To Turn #Hashtags Into Savings”- Fast Company•“One of the hottest tickets at SXSW? Jay-Z.” – CNN Entertainment•“Amex and Twitter Nail Social Commerce” - Forbes•“Jay-Z Rocks SXSWi to Launch American Express, Twitter Partnership” – WiredWe drove massive consumer adoption•Content Views: 5,653,512.•Twitter Trending Topics: Austin, USA, Global.•Unique Viewers: 1,740,942.•Social Engagements: 74,973.•Avg. Live Engagement: 36 Minutes.•Unprecedented increase in positive brand sentiment.•32% engagement rate for promoted trend (540% lift vs. avg)

Relevancy
We recognized that music is a key part of the SXSW festival, and many of the interactive crowd stay for the second week to see some of music’s biggest acts along with the next big thing. We gave interactive attendees both a product launch with talk value, and had that product unlock access to another passion point they are engaged with. The Amex Sync Show featuring JAY Z drove both awareness to consumers about the new product, but also immediate adoption and usage at scale. Sync with Twitter became the talk of the town and social feeds around the world.

Implementation
Enter the Amex Sync Show featuring JAY Z where at SXSW, American Express remixed music, technology and commerce in historic fashion.At SXSW, American Express created a stage like no other. We packed the house with digerati at the year’s biggest tech conference. We handed the mic to an iconic musical talent with massive social reach. Then we turned up the volume and welcomed in everyone nationwide with a Twitter-powered livestream concert event. People got synced and got psyched.