American Express 'Summer Drop' campaign offers Cardmember benefits as prizes in a virtual AR treasure hunt

David Murphy

American Express has launched the ‘American Express Summer Drop’, a virtual game that gives people the chance to get a taste of what it’s like to be a Cardmember by winning tickets to a range of events from the American Express Experiences programme or vouchers from a range of American Express retail partners. 

The augmented reality (AR) game will be live until 20 July 2022, with players able to win tickets by finding the drops in a virtual treasure hunt that unlocks interactive AR experiences linked to prizes. These include tickets to The Wimbledon Championships; American Express presents BST Hyde Park; the Wilderness Festival; Luno presents All Points East; Somerset House Summer Series with American Express; and Brighton & Hove Albion FC games. There are also vouchers to spend at places like Harvey Nichols and Bloom & Wild plus free coffees at Caffè Nero. The AR game will be amplified through Yahoo’s omnichannel ad tech platform, with ad creative across TV, DOOH (digital out of home), VOD, mobile and video. 

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 BoxPark Shoreditch (17-19 June); Old Spitalfields Market (23-24 June); Neal Street, Covent Garden (1 July) and South Bank Observation Point (16 July).

Developed in partnership with Yahoo, ‘American Express Summer Drop’ is the latest instalment of the brand’s integrated, multichannel 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 include TV, 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.  

“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 Cardmembership offers them the exciting opportunities to make memories with the people, passions and places they love,” said Nikola Edelman, Vice President, Head of UK Brand at American Express. “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.”