Amex, CONFERENCE CONTENT ACTIVATION

OPPORTUNITY

American Express has an annual footprint at Dreamforce, the largest software conference in the world. In 2018, they wanted to show up differently. The new global brand strategy had launched earlier in the year, centered around the backing to thrive—and they wanted to provide attendees with real backing while they were at the event, and after they left.

SOLUTION

It was a first for us — digital event content. More than sneaker flair and water bottles we wanted to show trailblazers that we understood what they needed. First, we provided them the tools they needed to make better small talk during the event with a text alert activation. Once opting in, they would would receive a series of tips with ice breakers, memory techniques, and psychological tools they could use to have more meaningful conversations. We also knew that attendees would likely have to give presentations back home, but with thousands of sessions at the conference, it would be impossible to attend them all. So we offered a way for everyone to have session highlights and articles delivered right to their inbox. We got a handful of writers on the ground to attend almost 50 sessions and turn articles around within a few days. The content was published on Amex’s content hub as well, so even if you didn’t attend Dreamforce, you could get benefit from the thought leadership shared at Dreamforce that year.