"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.Photo: Douglas Barnes for AP Images for American Express
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.Photo: Courtesy of American Express
“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.”
