Case study — American Express / Amazon

Challenge

To increase young people's awareness of the American Express brand through an off-pack promotion.

 

Insight

With our vast experience in the music industry we identified the appeal of live music events for the demographic, as well as the importance of digital music.

 

Solution

A credit card shaped free download was distributed to those attending a series of gigs at Somerset House. This enabled the download of eleven free tracks from the co-branded landing page on Amazon.co.uk, one from each of the artists playing.

 

Results

The promotion drove young people to the co-branded landing page — 89% of those who received the co-branded Amex music card went on to download the free music — a hugely successful redemption rate. Of the 89%, as further validation of the partnership, 21% went on to purchase other content available on the Amazon website.