American Express, in partnership with concert promoter Goldenvoice, brought its cardmembers closer to the musicians they love July 22-24 at the inaugural Panorama music, art and technology festival in New York City. Building off of its 2016 Coachella activation, with some authentic New York elements added in, the brand activated the two-story AMEX Experience, where attendees could watch top acts including Kendrick Lamar, Sia and The Flatbush Zombies perform.
On the first level of the structure, the brand invited cardmembers and prospects alike to create their own pair of custom sunglasses, redeem prizes from an array of surprise and delight engagements (more on that later), or relax in one of several lounge areas. Attendees could also pick up light wands and participate in a Manhattan-themed 360-degree photo experience that paid homage to the city’s famous bright lights. As an added bonus, celebrity guests including twin sisters, models and musicians Cipriana & TK Wonder, social influencer The Satorialist and fashion designer Rebecca Minkoff all stopped by to participate in the engagements.
Branded old school binocular stations, reminiscent of those found at many New York tourist destinations, were also scattered throughout the first floor space, evoking the true meaning of “Panorama.” And in a nod to the event’s tech theme, LED screens lining the exterior of the building showcased a live feed of social media posts that included brand and festival hashtags.
The second level of the AMEX Experience was reserved for cardmembers and their guests, and served as a viewing deck where attendees could get an exclusive view of the main stage. The space, which mimicked the brand’s recent airport lounge activations, also gave cardmembers the opportunity to cool off and relax, charge their phones and grab food and beverages without waiting in line. In addition, attendees on both levels could listen to DJ Mick and DJ Parler spin beats between festival performances.
Cardmembers were also treated to surprise and delight experiences throughout the festival via American Express’ tech integration with the official Panorama app. Those who synced their card with the app and logged into americanexpress.com with their user ID and password received special rewards like upgraded tickets and festival merchandise, and spend offers that could be used anywhere on-site throughout the weekend.
“Over the last 20 to 25 years, we’ve continued to find ways to bring our cardmembers closer to the things that they’re passionate about,” says Walter Frye, vp-sponsorships and branded entertainment at American Express. “We want to be where our cardmembers are and provide differentiated experiences… All of our elements together were really around how we can make this great experience—the festival—even better for our cardmembers, while inviting fans of all nature in as well.” Agency: Momentum Worldwide, New York City.