Industry Innovators 2022: American Express

"Industry Innovators 2022: 10 Brands Shaping the Future of Event Marketing" is sponsored by Hubilo, a leading virtual and hybrid event platform built to drive engagement, with clients including Deloitte, Coca-Cola, Amazon Web Services and more.

The Basics: Known for creating fan experiences and catering to its card members at events centered around the brand’s passion points—travel, dining, entertainment, wellness, retail, sports and more—American Express hosted both in-person and digital activations over the past year. For example, at the 2021 U.S. Open, the financial services company evolved its sponsorship strategy and served up several new experiences both off-site and on-site, including creating the American Express Courts at Hudson River Park’s Pier 76 in New York. 

Leading up to the U.S. Open, American Express unveiled the American Express Courts at Hudson River Park’s Pier 76. Card members and tennis fans alike had the opportunity to book one of the six pop-up tennis courts to play alongside views of the Hudson River, while also enjoying food and drinks at the on-site open-air lounge.Photo: Bryan Bedder / Getty Images for American ExpressMost Innovative Event: In December, as part of the company’s NBA, WNBA and G-League sponsorship renewal, American Express teamed up with the NBA and 2K to host the first-ever American Express x NBA 2K22 Experience in Los Angeles. Card members and basketball fans alike were able to score digital merchandise for their in-game MyPlayer, access a MyPlayer Face Scan Studio to enhance their MyPlayer and the chance to experience the “Infinity Cube,” immersing themselves in the sights and sounds of NBA 2K22. To kick off the opening of the shop, American Express live streamed an NBA 2K22 match-up event on Twitch between NBA star Paul George and WNBA phenomenon Breanna Stewart, which drew over 450,000 unique livestream views.

The pop-up activation helped celebrate a new, first-of-its-kind benefit for card members; if they purchased the NBA 2K22 video game in the 2K store with their American Express card, they received an in-game code that could be redeemed for 35,000 in virtual currency to be used toward in-game purchases.

To kick off the opening of the shop, American Express live streamed a NBA 2K22 match-up event on Twitch between NBA star Paul George and WNBA phenomenon Breanna Stewart, which drew over 450,000 unique livestream views.Photo: Associated Press for American ExpressLessons Learned in 2021: “If the past year has taught us anything, it’s how essential flexibility is given the unpredictability we’re all living with,” said Shiz Suzuki, vice president of global experiential marketing and partnerships at American Express. “Experiences like the American Express Courts and activating in gaming with 2K nod to how we’ve adapted our strategy to be more nimble in today’s environment while still delivering on our backing promise for card members.”

In December, American Express returned to Miami’s art scene to celebrate the new reimagined Platinum Card designs by Julie Mehretu and Kehinde Wiley with the Platinum Studio, a curated oasis on the beach outside of The Miami Beach EDITION.Photo: Getty Images courtesy of American Express

For the final night of Platinum Studio, American Express UNSTAGED returned in front of a live audience with an open-air performance from Lizzo that was also livestreamed across the globe.Photo: Getty Images courtesy of American Express

In November, American Express hosted a dining event for Business Platinum card members with featured chefs and business owners Dan Barber and David Chang in New York and Los Angeles respectively. Attendees were able to taste rare wines and enjoy hors d’oeuvres while learning more about new card benefits.Photo: Courtesy of American Express