American Express has the unique ability to provide their Members with valuable offers and access to epic experiences. In an increasingly competitive space, Amex must not only continue to demonstrate value to current customers, but also expand their loyal customer base with the next generation and continue to position themselves in the cultural conversation.

And, thus, Amex developed a hybrid activation that allowed them to deliver the magic of an IRL experience to an audience at scale - giving all fans the opportunity to be part of a memorable music experience with Jack Harlow. Enter: Louisville x Jack Harlow, where Amex brought to life Jack’s hometown pride and gave in-person and online attendees a taste of some of Jack's favorite things.

IRL, Amex transformed Brooklyn Steel into a Card Member experience that brought to life the best of Louisville. Amex offered exclusive merchandise by Louisville designer Bri Bowers and partnered with hometown favorite Vincenzo’s to recreate their fettuccine alfredo which Jack raps about in his song What’s Poppin’. Fans even took a piece of Louisville home in a gift that highlighted both small businesses.

For fans viewing at home, Amex recognized that they needed to make a traditionally one-sided streaming experience interactive. By leveraging Twitch, Amex expanded to a new opportunity to go beyond a content stream to an interactive experience. Jack Harlow's show was broadcast on the Amazon Music channel, the largest music follower base on Twitch, and was designed for Twitch, keeping its platform features in mind. The experience kicked-off with a pre-show dedicated to Jack and once the concert began, fans engaged with a variety of interactive elements like polling, merch drops, and limited-edition Jack Harlow emotes.

The work was featured in paid social media, OOH, and various press publications. Plus, Amex owned website, e-newsletter and social media, and Jack Harlow owned email communication and social media.

Our results? First Class.
Sold out 1,600+ IRL concert tickets at Brooklyn Steel
1M total online views, exceeding Twitch benchmarks by +200%
4,910 chats
1,808,798 minutes watched
Mention in Amex quarterly earnings call by a Wall Street Analyst