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Industry Innovators 2023: American Express

The financial services company continues to prioritize card member experiences while testing the event tech waters.

Flo Milli's Depop-curated looks featured bold, glam pieces with Y2K and grunge influence. American Express’ immersive “Amex Experience” at Coachella offered a modern take on Gen Z’s love of Y2K nostalgia.
Flo Milli's Depop-curated looks featured bold, glam pieces with Y2K and grunge influence. American Express’ immersive “Amex Experience” at Coachella offered a modern take on Gen Z’s love of Y2K nostalgia.
Photo: Courtesy of American Express

"Industry Innovators 2023: 10 Brands Redefining Event Marketing" is sponsored by Gladiator Productions, a new kind of production company igniting magic in the arena of live events, entertainment, and experience. We consistently partner with our clients by providing high-touch service through every step of the production process. 

The Basics: American Express excels at building fan experiences and catering to its card members at major events—whether that’s a special sound check with an artist or early access into a venue. Over the past year, the financial services company has continued to host buzzy activations and forge partnerships for tentpole events like Coachella, Austin City Limits, and NBA All-Star Weekend.

In February, American Express returned to NBA All-Star Weekend with its “Outside the Court” activation. It included a tailor shop where fans could customize their merchandise—such as jerseys, sweatshirts, hats, and more—in partnership with Rank + Rally; food and beverage from local Salt Lake small businesses; and an interactive basketball-themed photo op where fans could recreate “on-court” images.In February, American Express returned to NBA All-Star Weekend with its “Outside the Court” activation. It included a tailor shop where fans could customize their merchandise—such as jerseys, sweatshirts, hats, and more—in partnership with Rank + Rally; food and beverage from local Salt Lake small businesses; and an interactive basketball-themed photo op where fans could recreate “on-court” images.Photo: Douglas Barnes for AP Images for American ExpressFor example, its “Outside the Court” activation during NBA All-Star Weekend in February included a tailor shop where fans could customize their merchandise, food and beverage from local Salt Lake small businesses, and an interactive basketball-themed photo op where fans could recreate “on-court” images. And in December 2022, the NBA 2K23 Lab immersed Amex card members in a basketball haven, beginning with a fabricated locker room where attendees could collect a POAP (Proof of Attendance Protocol) with a joint Amex and NBA 2K23 emblem.

Most Innovative Experience: This year, the company launched a global, multifestival partnership with community-powered fashion resale marketplace Depop, which it kicked off to coincide with festival season opener Coachella. “This partnership is all about being part of a person’s festival journey before they even step foot on the grounds,” explained Shiz Suzuki, VP of global brand sponsorships and experiential marketing at American Express.

“With Depop, we’re helping bring new life to pre-loved clothing by creating special festival collections curated by rotating talent all season,” Suzuki said. The first “Festival Edit” was curated by hip-hop star and fashion icon Flo Milli ahead of her inaugural Coachella performance. Another collection is slated to launch ahead of American Express presents BST Hyde Park, which takes place in London July 2.

Event Philosophy: “Our card members are our North Star and, as brand experiential marketers, our goal is to connect with our members at an emotional level. This requires us to not only understand what their passions are, but the magic is in creating moments that are truly differentiated and epic,” Suzuki said.

American Express teamed up with the 2K franchise for the NBA 2K23 Lab for Amex card members. Basketball-centered touchpoints included a designated gaming area, a half court for testing out skills, and fireside chats.American Express teamed up with the 2K franchise for the NBA 2K23 Lab for Amex card members. Basketball-centered touchpoints included a designated gaming area, a half court for testing out skills, and fireside chats.Photo: Courtesy of American ExpressLooking Ahead: In an effort to generate broader reach and engagement opportunities for its card members, Amex has continued to incorporate digital extensions into its in-person activations. “In an increasingly digital world, we believe it’s important to always be at the forefront of innovation, and we continue to test and learn how components like NFTs and Web3 technology can have real-world value, utility, and application to our events and overall business strategy,” Suzuki said, pointing to the brand’s Austin City Limits experience and the American Express x NBA 2K23 Lab, both of which implemented different Web3 strategies, including the introduction of blockchain assets like POAPs.

“We’re always pushing ourselves to evolve how we show up for our card members to give them one-of-a-kind experiences,” she added. “We look at challenges as opportunities to grow and innovate, and we know our customers are looking for exciting new ways to engage with the things they love most.”

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