Case study — American Express / Amazon


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



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.



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, one from each of the artists playing.



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.