This summer, Amex stole the show at BST Hyde Park by revolutionising the festival fan experience. In the first year of partnership and supported by a multi-channel campaign, Amex created the biggest and most engaging brand activation ever on-site, wowing Cardmembers, fans, the media and AEG.
Amex and AEG have a longstanding relationship and heritage in bringing award-winning music experiences to global audiences, and identified BST Hyde Park as the perfect event to deliver on Amex’s challenging new strategic direction: engaging a younger Gen Z and Millennial audience to ultimately drive brand consideration amongst both Cardmembers and Prospects.
Together, Amex and AEG created a 360-degree activation that delivered ground-breaking enhancements to the fan experience at the biggest and most premium music festival in Europe – ultimately engaging over 200k fans and reaching over a billion more, demonstrating Amex’s “Powerful Backing” brand promise and driving substantial value across the entire business.
