American Express Digital, Case study American Express Twitter Sync by Digitas New York, M-Booth/PMK-BNC, Momentum New York

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American Express Twitter Sync

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Industry Consumer & Public services, Postal, Courier, Shipping & Freight services, Banking & Financial Services
Media Digital, Interactive & Mobile, Case study
Market United States
Agency Digitas New York
Agency M-Booth/PMK-BNC
Agency Momentum New York
Released April 2012


Clio Awards, 2013
Public Relations Product Launch Bronze

Credits & Description

Category: Product Launch
Product/Service: American Express
Creative Credits
Entrant Company: Digitas, New York
Agency: Digitas/Momentum/M-Booth/PMK-BNC
Other Credits: Agencies: Digitas
Other Credits: Ddcd
Other Credits: Momentum Ww
Other Credits: Pmk-Bnc
Other Credits: Buck Productions
Other Credits: M-Booth
Other Credits: Production: The Third Act

Ambient Execution Description
In 2012 American Express created a revolutionary partnership with Twitter and a new way to save money just by sending a tweet. Twitter Sync empowered Amex Cardmembers to use custom hashtags to load an offer directly to their card. No coupons, no promo codes, just a new way to save. A big idea like this deserved a big launch. It needed an audience of influencers that would recognize Sync’s potential and tell the world about it.The South By Southwest Interactive festival was the perfect venue, but there was still a huge challenge: how do you command the attention of a super-conference full of “seen-it-all-before” techies?The solution? Put Sync center stage at a first-of-its-kind Twitter-powered concert: The Amex Sync Show starring Jay Z, live from SXSW. Sync with Twitter became the talk of the town and social feeds around the world. From the moment conference goers flew into Austin, the Amex Sync Show featuring JAY Z was the hottest show in Texas and Twitter Sync was the ticket in.•We offered complimentary in-flight wireless on flights to Austin during SXSW for Cardmembers, while teasing a message to sync for JAY Z tickets•We made “Sync” the hottest ticket in town. Only Cardmembers who synced and tweeted a special hashtag could score complimentary tickets to the JAY Z show for them and a friend. Tickets were gone in minutes.•To enable all of Austin to experience Sync, we incentivized everyone during SXSW to tweet a special #AmexAustin10 hashtag. Synced Cardmembers who tweeted the hashtag got $10 back on any $10 purchase they made in Austin. To influence the influencers on the ground, a major media and PR effort was deployed •We took to the panels, with executives from American Express speaking in partnership with Twitter executives about the new platform•We made mobile search a pathway to savings by serving up the #AmexAustin10 offer to anyone Google searching on a mobile device in Austin. •We partnered with Twitter to create a “Sync-outpost” at the official Twitter #Feed house •We showcased Sync each night of SXSW on a massive interactive billboard on 6th St – rallying passerby’s to tweet and tune-in for JAY Z.•We created a Sync “hub” at the Austin Convention Center where conference goers could learn about the product benefits, watch JAY Z content, and Sync their card to start saving. •We launched scaled national and local Austin PR push with hi-profile exclusives in major tech, music, consumer and business publicationsFor anyone who couldn’t be there in person, an interactive live stream let millions take part. As Tweet volume increased, sync offers got better and so did the show. Tweets controlled cameras, requested songs and unlocked a limited edition JAY Z poster. In Austin, the live concert stream was syndicated to hubs around town from the official Twitter #Feed House, to The Austin Convention Center and on the 6th St Billboard. For those that couldn’t watch the live show we executed a unique on-demand distribution strategy in partnership with VEVO that put the Amex Sync Show content in every channel users demanded it: YouTube, Twitter, mobile, tablet, XBOX