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American Express
American Express Unstaged Presents Usher

RAN IN: United States, Canada

CLIENT
American Express Company

Deborah B. Curtis - VP, Entertainment Mktg. & Sponsorship
Susan Hammes - VP, Digital Brand & Social Media Development
Rich Lehrfeld - VP, Global Sponsorship Mktg. & Access
Lauren Angeloni - Manager, Entertainment Mktg. & Sponsorship
Susanna Courier - Sr. Manager, Entertainment Mktg. & Sponsorship
Walter Frye - Director, Entertainment Mktg. & Sponsorship
Terryn Giampietro - Sr. Manager, Media Sponsorship Mktg.
Lori Langsdale - Director, US Advt.
Caitlin M Lowie - Director, Corporate Affairs & Comm.
Sarika Sangwan - Director, Digital Brand & Social Media Strategy

AGENCY
Digitas *Lead Agency


Momentum Worldwide


Moment Factory


DDCD


SUMMARY

Since every Usher fan admires his talent for dance, we took some of his most iconic moves and offered them up for global participation. Working hand-in-hand with his choreographer, we digitized a library of official Usher dance moves and invited fans to make them their own, customizing individual avatars with unique visuals and choreography. These user-generated avatars were then integrated into Ushers on-stage performance in a spectacular live-streaming show. With thousands of avatars, millions of viewers, and a worldwide Twitter takeover, Take the Stage became a global phenomenon that set a new standard for innovation in the live-stream music category.

CASE VIDEO


Hero Medium: Interactive

Medium Featured On Video: Interactive, Social Networking Sites/Applications, OOH, Events

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

Objectives: Build, change corporate image

Type: Business to Consumer

Classification: Multinational

Language: English