Amex blends Snapchat, rewards, in-app push for engaging festival experience
By Brielle Jaekel
July 22, 2016
Panorama Music Festival's mobile app
American Express is sponsoring the new Panorama Music Festival and providing an experience within the event's mobile application and on Snapchat that merges content with rewards in an effort to appeal to music fans.
The financial institution is putting a lot of stock in the first-ever Panorama Music Festival in New York with a multichannel campaign that provides attendees with a Snapchat filter on-site. Users of the festivals mobile app will see American Express branding and be able to integrate their credit cards to redeem rewards and free stuff throughout the festival.
"American Express is committed to elevating the fan experience for festival attendees through an engaging and compelling experiential program throughout the Panorama festival experience - and what better place than directly in the festival app that festival-goers will be using all weekend long," said Walter Frye, vice president of Global Experiential Marketing and Entertainment Partnerships at American Express. "The #AmexAccess Panorama app integration is yet another proof point of Amex's digital transformation strategy to meet our digitally savvy Card Members and partners where they are to create slick and seamless payment and access experiences.
"The American Express #AmexAccess program integrated into the Panorama app gives Card Members exclusive offers and rewards throughout the Panorama Festival weekend," he said.
Mobile and music
Panorama Music Festival is taking place on Randalls Island in New York City for three days this weekend, starting today through July 24. American Express is providing the payment capabilities on-site for the festival, and is working to providing an all-around engaging experience for fans during the event.
For the entire weekend, users can share photos of themselves, friends and activities on Snapchat featuring American Express geofilter. The filter only appears while on-site and lets friends and families viewing users' photos know that they are attending Panorama. Panorama's mobile app home screen
American Express is also giving away surprises and rewards to those using the Panorama app and their Amex cards at the event. Users download the Panorama app and long into their American Express account on the Amex tab.
Individuals that have logged into their American Express account will automatically receive a $10 reward to be redeemed at festival merchants. They will receive other rewards and surprises throughout the weekend by continually using their Amex cards.
The financial institution will also have an on-site tent that allows visitors to take a 360-degree photo and customize their own sunglasses. American Express had similar in-app offerings at Coachella and other music festivals this year.
Festivals and marketing
Mobile is becoming a big tool for music festivals due to the on-site experiences it can create.
For instance, music and art festival Coachella leveraged numerous mobile possibilities for the opening weekend of last years event, including using social media to report live on location, streaming live shows on YouTube and creating an all-around integrated experience (see more
Express similarly built on its previous mobile interactivity efforts with a new quiz that invited Snapchat followers to select their favorite product out of three options to discover the festival fashions best suit to their tastes (see more
"American Express wanted to continue elevating the fan experience at Panorama by enabling credit card transactions at all food, beverage and retail service areas at the new festival similar to how we did at Coachella by providing a tremendous amount of value directly back to the fans through member offers and rewards via the app," Mr. Frye said. "The response from the fans was overwhelmingly positive and voluntary engagement into the mobile app program far exceeded our wildest expectations at Coachella so It was only natural to bring this unique digital integration to our technology infused festival experience at Panorama."