Amex Concert Series Gives Cardmembers the Blues - Event Marketer

Amex Concert Series Gives Cardmembers the Blues

DB_EX_American Express Blue_2005 Ex
Brand: AMERICAN EXPRESS
Agency: MOMENTUM WORLDWIDE
Awards: EX AWARDS — BEST ACTIVATION OF AN ENTERTAINMENT SPONSORSHIP
Year: 2005

American Express complemented its Grand Ex Award for US Open Live with recognition for this music-flavored proprietary program for the Blue credit card.

Blue Jam Sessions focused on Los Angeles, which offered the opportunity to both expand the Blue line and connect with influencers in a market led by elite tastemakers. During Grammy Week, Amex turned Tinseltown’s House of Blues into a totally exclusive, completely branded platform for an all-Blue experience. Activating its ongoing Save the Music endeavor, the brand staged Blue Jam Sessions, a four-day, four-concert series. Only current card members were able to purchase tickets, and all 5,000 tickets sold out in 20 minutes. (Proceeds went to the California public school system.)

The entire venue was wrapped in white spandex, and digital branding took the place of traditional signage, which played nicely with Blue’s design-savvy ethos. “Blue Muse” dancers strutted their stuff on a 40-foot entertainment platform, which was built at roof level above the club’s entrance. White furniture, blue lit panels, VIP areas, Yahoo! Messenger kiosks, premiums and high-energy staffers made the venue’s interior chic, happenin’, and, well, blue. Performances by A-list acts such as Counting Crows, Elton John, Jewel and Stevie Wonder made it four nights to remember. “It was an edgy campaign that worked well,” says Amex vp-global sponsorships Rich Lehrfeld. “In everything we do, we try and use experiential marketing to make people a part of the action.”

Direct brand recall was 90 percent following the show (thanks in part to the dozens of branded plasma screens surrounding the stage). More importantly, Blue charge volume in Los Angeles was up 26 percent in February versus the same period the previous year. Intent shot up 17 percent, 75 percent of attendees discussed the event with others, and 60 percent of attendees were “extremely likely” to recommend Amex to a friend. The events also hosted high-level b-to-b customers representing a combined $645 million in charge volume. Charge!

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