American Express: Unstaged

This case study describes how American Express, the credit card provider, created "Unstaged" - a series of online and offline live music concerts - to ensure that its entertainment-based member benefits kept pace with digital technology and outflanked competitors' activity.

American Express: Unstaged

Digitas New York

Advertiser: American ExpressBrand: American ExpressCountry: USA

Objectives

The context

American Express has a long history of delivering Cardmembers premium access to entertainment experiences that reinforce the value of being an American Express 'member'. From early on-sale tickets and preferred seating, to Cardmember-only events, American Express gets Cardmembers behind the velvet rope no matter what their passion: music, film, fashion, theater, golf, tennis and more.

This approach has been successful for American Express. By making Cardmembers feel like VIPs at these events helps foster brand evangelism and inspires non-members to...

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