CASE STUDY

American Express Unstaged Concert Series

The Opportunity

Part of the American Express brand promise has always been better entertainment access through premium seating, dedicated venue entrances, on-site lounges and advance tickets for tours, venues and music festivals. But as competitive products were coming to parity, Amex needed a new and innovative way to demonstrate it. The brand looked to differentiate itself by amplifying and extending special curated shows to viewers everywhere with livestreaming.

The Experience

With UNSTAGED, American Express created a revolutionary digital music experience — bringing together breakthrough music artists in unique venues presented in high quality 1080 HD streaming. The added twist was a livestream broadcast directed by major Hollywood motion picture directors capturing all the action and excitement delivering an unprecedented level of connectivity and creativity between artist and fan.

Bulldog DM partnership

The Bulldog DM team provided a full live multi-camera production of these unique performances and an enhanced viewer experience on YouTube. From choosing the cameras, to voting on song performances, to impacting the stage experience through socially-enabled creativity, millions of music fans could now “be there, together” from anywhere in a stunning, collaborative and participatory concert broadcast.

The Result

The Emmy winning Unstaged series successfully merged entertainment and branding while giving fans an unprecedented way to interact with live music. It generated hundreds of millions of video views and massive social media engagement, with multiple events trending globally – and clocked an incredible average watch time of 25 minutes. This digital success translated into measurable brand favorability and reinforced the value proposition for Card Members seeking premium access. The livestream experiences became the go to launch strategy for the music industry as they helped make six of the Unstaged acts’ albums hit number one or two on the Billboard Hot 200 albums chart

See the experience: —> Amex Unstaged