American Express’ new interactive campaign, ‘My Live Story‘, has just been launched. One of the credit card company’s largest interactive campaigns to date, ‘My Live Story’ stars DJ, producer and recording artist Mark Ronson.
According to American Express, the new campaign was designed to “uncover the UK’s best music experiences – the memorable stories behind the shows, in celebration of American Express’ involvement in live music and its award-winning ‘Preferred Seating’ program launched last year”.
‘My Live Story’, prompts consumers to celebrate their favorite live music moments by sharing photos or videos showcasing their most treasured musical experiences. The campaign will reward 21 lucky winners by turning their experiences of choice into a short firm which will be aired on national TV. The big winner of ‘My Live Story’ will also receive a VIP trip to the Grammy Awards in Los Angeles.
American Express has selected a unique mix as the short film’s directing team: director Toby Dye, of Ridley Scott Associates, and Ronson, who will collaborate on the soundtrack. Mark Ronson will also perform at a private red-carpet screening of the film for the campaign winners, organized at Abbey Road Studios in November.
“Engaging with consumers in non-traditional ways is the most important aspect of our brand activity. We understand, and have seen, the benefits of effectively involving consumers and inviting them to share a dialogue with us and with each other, to create richer and deeper relationships with American Express, “ said Tara Looney, director of brand at American Express. “Our Preferred Seating Program recognizes our card members’ passion for music and film, providing them with access to memorable events. The ’My Live Story’ campaign brings this to life by celebrating the lasting memories and moments of inspiration that people experience through such occasions.”
Ogilvy London is also working on this campaign, handling print and online creative which will support the interactive project. American Express has appointed Mandate Communications to coordinate social media and works with Makovsky PR Company for its public relations activity.