Part of the American Express brand promise has always been better entertainment access through premium seating and advance tickets. But as competitive products were coming to parity in this regard, Amex needed new, innovative ways to bring the promise of access to life for audiences. The challenge was how to capture the emotional resonance of Amex's live event experiences — incredible performances from incredible vantage points — at a worldwide scale that only the Web and social media could enable.
This was no easy feat, as Web-based entertainment experiences to date suffered from technical limitations — and perhaps more importantly, a lack of the social bond between the fans and the performer so inherent to the live experience. UNSTAGED set out to change that.
With UNSTAGED, American Express created a revolutionary digital music experience — bringing together breakthrough music artists, legendary directors, high quality 1080 HD live streaming, and an unprecedented level of connectivity between artist and fan. From choosing the cameras, to voting on song performances, to impacting the stage design through socially-enabled creativity, millions of music fans could now “be there, together” from anywhere.
- Arcade Fire:
- YouTube Page
- :60 Trailer
- :15 Preroll
- Viral Video
- Branded Content
- Pre-Show
- Tweet and Greet
- Concert clip
- Online Ad
- Press
