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American Express
Amex Sync Show

RAN IN: United States

CLIENT
American Express Company

Leslie Berland - SVP, Digital Partnerships & Development
Lauren Angeloni - Manager, Entertainment Mktg. & Sponsorship
Walter Frye - Director, Entertainment Mktg. & Sponsorship
Gillian Herbert - Director, Content & Mktg. Strategy
Bradley Minor - VP, Digital Comm. Strategy
Elizabeth O'Pray - Sr. Manager, US Advt.
Stephanie Shultz - Manager, Digital Partnerships & Development
Nancy Smith - VP, Global Media Alliances, Development & Social Media Mktg.
Stephanie Stamas - Manager, Content & Mktg. Strategy
David M. Wolf - VP, Digital Partnerships & Development

AGENCY
Digitas *Lead Agency


Momentum Worldwide


M Booth & Associates


PMK-BNC


SUMMARY

American Express and Twitter created a new social payment technology called Syncing. It let Card members load merchant offers directly to their cards just by tweeting -- no coupons necessary. We wanted our big idea to become an overnight trend. The solution? Put Sync center stage at a first-of-its-kind Twitter-powered concert: The Amex Sync Show starring Jay Z, live from SXSW. Sync with Twitter became the talk of the town and social feeds around the world. Through the power of a Tweet, fans could unlock Sync deals and a better show -- requesting songs, choosing camera angles and even designing the commemorative show poster. In just 24 hours, the Sync show was trending nationwide on Twitter.

CASE VIDEO


Hero Medium: Interactive

Medium Featured On Video: Interactive, Social Networking Sites/Applications, Mobile/Tablet, OOH, Retail Experience, Events

Audience: New Audience, Brand Influencers, Specific cultural or ethnic group

Objectives: Brand launch

Type: Business to Consumer

Classification: National

Language: English