Momentum Worldwide - Branded Content Campaign of the Year

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Company: Momentum Worldwide, New York, NY
Company Description: It's the actual experiences we have with a brand that define its relevance – so Momentum Worldwide helps brands create their Total Brand Experience. We do this with expertise in communications strategy, content creation, and flawless execution across events, sponsorships, promotions, advertising, shopper, music, entertainment, social and beyond.
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: Branded Content Campaign of the Year

Nomination Title: American Express Teamed UP

Tell the story of this nominated branded content campaign for the judges (up to 650 words). Describe the genesis, planning, execution, and results to date of your campaign.

American Express has always put its Card Members at the forefront and been a Teammate to the Fans. Through offers, experiences and social initiatives, American Express has continually proved this position. This year, American Express utilized their partnerships with Turner and the NBA by creating & showcasing exclusive content on the TNT Halftime Show, bringing fans closer to relevant basketball topics throughout the season.

Teamed Up

American Express launched a series of exclusive Card Member Experiences, known as Teamed Up. These moderated discussions gave fans and Card Members the opportunity to hear some of the biggest names discuss the hottest subjects in basketball.

Coming off the heels of his retirement announcement American Express curated an exclusive conversation with Kobe Bryant alongside two former teammates, Rick Fox and Robert Horry, taking a deeper look at his career and celebrating his legacy through a Teammate lens. This segment was featured on TNT Halftime Show.

• Date: March 29, 2016
• 250 On-Site Attendees
• 6.1MM Online Video Views
• 376,000 Social Engagements
• 253MM PR Impressions

During the heat of the NBA Finals, Shaquille O’Neal and Phil Jackson, two of the NBA’s most storied Champions (17 combined titles) discussing what it takes for teammates to compete and win a Championship.

• Date: June 6, 2016
• 250 On-site Attendees
• 4.4MM Online Video Views
• 250,000 Social Engagements
• 1.2B PR Impressions

In bullet-list form, briefly summarize up to ten (10) of the chief features and results of the nominated campaign (up to 150 words).

• $960,000 Budget
• 250 On-Site Attendees
• 6.1MM Online Video Views
• 376,000 Social Engagements
• 253MM PR Impressions