Our music and entertainment lead Glenn Minerley writes in The Drum: "Brands have long looked to get into bed with the festival circuit to associate their products with the free spirited approach of music loving millennials. The hopeless marketing romantic in me wants this to work out for them. But will it?"
American Express was named BizBash's Top Innovative Brand, with its Coachella, Panorama, Golden State Warriors, Seattle Seahawks and Platinum Card experiences all cited as examples of the brand's excellence.
Event Marketer looks at the top brand activations at Coachella this year and highlights the American Express experiences on and off the festival grounds as one of the best ones there.
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.
Exclusive new research from Momentum Worldwide and AEG looks into the behaviors of music lovers, in particular millennials, and finds that millennials in particular "are more receptive than ever to marketing -- albeit done the right way."