Maroon 5 EveryDay Concert

To launch the new EveryDay Card from American Express, the brand chose to partner with iconic pop band Maroon 5. To draw awareness to the new product, we created a swarm of social media around the event which included a host of original content and exclusive live stream performance. 

Role: Creative Director

In the run up to the show we released 20 short video segments featuring the band sharing stories of their own "every day" moments.  Since the card's reward mechanism worked on 20 purchase, we decided to create a moment to reinforce the benefit. 

During the live stream, fans were asked to make some noise via social media. To incentives participation, we set up a counter that clicked up to 20. Once the goal was met the audience unlocked an exclusive encore from the band. To help visualize fan chatter, we used a word cloud to illustrate the most popular themes and comments.