American Express Celebrates Its Experiences Programme In Augmented Reality For Event-Loving Millennial Audience

• American Express has brought together its Experiences programme in augmented reality for the first time in a unique 'Summer Drop' virtual game

As an additional component of the campaign, American Express has commissioned German illustrator and graphic artist,Andy Gellenberg,to create eye-catching murals as a central component of a series of pop-up events across London. Passers-by will be able to scan a QR code embedded in the artwork to launch the 'American Express Summer Drop' game and collect prizes nearby. The pop-ups will be at BoxParkShoreditch (17-19 June 2022), Old Spitalfields Market (23-24 June 2022), Neal Street, Covent Garden (1 July 2022) and South Bank Observation Point (16 July 2022).

Developed in partnership with Yahoo, 'American Express Summer Drop' is the latest instalment of the brand's integrated, multi-channel marketing campaign in support of its 'Member When' global brand platform, designed to celebrate the possibilities that are unlocked when you're #WithAmex. Other elements of the UK campaign includeTV, VOD and OOH placements, as well as social, PR and influencer campaigns all showcasing the breadth of benefits available to Cardmembers including rewards, offers and tickets to some of the country's best cultural events and experiences.

NikkiEdelman, Vice President, Head of UK Brand at American Express, said, "We know that many people are looking forward to a summer of new experiences and, through our new brand-led 'Member When' activity, we hope to establish an emotional connection with a new audience to show them how Amex Cardmembershipoffers them the exciting opportunities to make memories with the people, passions and places they love.

We're especially excited about working with Yahoo to bring to life the American Express Experiences programme as an interactive experience that offers people a taste of what it's like to be with Amex and make this summer one to remember."

Josh Partridge, Head of EMEA at Yahoo said: "Working with American Express and our other partners, including SmartMediaLabs, to create this great campaign has been fantastic. Bringing creativity and technology together to deliver exciting, interactive projects like this is what we thrive on at Yahoo. Formats like augmented reality can really bring experiences to life and ad platforms can ensure they reach audiences at scale so more people can join the fun to find those 'summer drops' and win these great prizes." 

- ENDS -

Media Enquiries:

For more information, please contact:

Red Havas (on behalf of American Express): [email protected]

Jack Calway / [email protected]

Notes to Editors

'American Express Summer Drop'

How to Play: Players can take part using their smartphones by opening the game map on amexsummerdrop.co.uk to find nearby prize boxes. At the prize box map locations, entrants can play the game in AR mode, scanning the area and tap on a prize box for their chance to win. Alternatively, players out and about this summer can head to the 'American Express Summer Drop' pop-up events taking place at a range of Central London locations, where they can scan the QR code and launch the game to collect prizes nearby.

Terms & Conditions: Subject to status. Subject to limitations. 18+. Terms and Conditions apply. American Express Services Europe Limited has its registered office at Belgrave House, 76 Buckingham Palace Road, London, SW1W 9AX, United Kingdom. It is registered in England and Wales with the Company Number 1833139 and is authorised and regulated by the Financial Conduct Authority. Example product: American Express® Preferred Rewards Gold Card. Representative APR: 60.1% APR variable.

Agencies involved in American Express' 'Member When' Brand &Marketing activity:

McGarryBowen Red Havas

Momentum Worldwide UM

Wasserman Eulogy

About American Express

American Express is a global services company, providing customers with access to products, insights and experiences that enrich lives and build business success. Learn more at americanexpress.comand connect with us on facebook.com/americanexpress

About Amex Experiences

Through Amex Experiences, Cardmembers have access to presale tickets, as well as the best seats and exclusive offers at some of the UK's most sought-after entertainment events via partnerships with a range of institutions, including AELTC, AEG, Live Nation, Somerset House, The British Film Institute and the National Theatre. Amex Experiences is just one example of the powerful backing that American Express provides its customers.

About Yahoo

Yahoo reaches nearly 900 million people around the world, bringing them closer to finance, sports, shopping, gaming and news-with the trusted products, content and tech that fuel their day. For partners, we provide a full-stack platform for businesses to amplify growth and drive more meaningful connections across advertising, search and media. To learn more, please visit yahooinc.com.