Momentum Worldwide - Marketing Campaign of the Year
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 - Industry
Nomination Sub Category: Marketing Campaign of the Year - Financial Cards
Nomination Title: AMERICAN EXPRESS Shop Small® for 2X Rewards
Tell the story of this nominated marketing campaign for the judges (up to 650 words). Describe the genesis, planning, execution, and results to date of your campaign. If applicable, remember to describe what's unique or innovative about your campaign:
In 2010, American Express created Small Business Saturday® to address small business owners’ most pressing need: getting more customers. Today, thousands of communities have embraced the day, supporting local small businesses and neighborhood economies.
In 2016, we aspired to turn Small Business Saturday into a movement with the largest and longest-running campaign to date: Shop Small® for 2X Rewards. This first-of-its-kind reward program was offered across more than 50 eligible U.S. Consumer and OPEN Small Business American Express® Cards, rewarding millions of Card Members for shopping at small businesses.
To drive awareness, American Express united partners that don’t usually overlap: six NBA teams, big talent and small businesses.
The campaign launched with an original content series featuring one of the most dominant voices in basketball, Shaquille O’Neal. In the series, which garnered more than 32MM total impressions, Shaq got together with celebrity friends Kendrick Lamar, Wanda Sykes and Jeremy Piven to shop at local gems across the country, finding unique gifts and sharing the love of supporting small businesses.
To engage consumers directly, we surprised basketball fans by putting them on the receiving end of Shaq’s holiday gift list. Jumbotron content triggered a surprise gift drop delivered by brand ambassadors, and parachutes launched from the rafters. More than 28,000 fans were surprised with gifts from local small businesses at Boston Celtics, Brooklyn Nets, Chicago Bulls, Golden State Warriors, LA Lakers and Miami Heat games. We even set a record for the largest in-game gifting stunt in the NBA at Chicago’s United Center. Shaq also shared the content and the gift drops on the NBA halftime report on TNT, reinforcing Shop Small on a national level. Press coverage garnering one billion earned impressions further amplified the campaign.
By tapping into fandom as an extension of community, millions of Card Members took advantage of the Shop Small for 2X Rewards offer, marking the largest-ever Card Member engagement in a Shop Small offer—small businesses reaped the benefits.
In bullet-list form, briefly summarize up to ten (10) of the chief features and results of the nominated campaign (up to 150 words).
• Millions of Card Members took advantage of the Shop Small for 2X Rewards offer
• Press coverage garnering one billion earned impressions
• Original content series featuring Shaquille O’Neal garnered more than 32MM total impressions.
• More than 28,000 NBA fans were surprised with gifts from local small businesses at Boston Celtics, Brooklyn Nets, Chicago Bulls, Golden State Warriors, LA Lakers and Miami Heat games.
• More than 116,000 live impressions of the venue experiences
• Record set in NBA History for the largest in-game gifting stunt in the NBA at Chicago’s United Center. In just two minutes, 450 brand ambassadors distributed more than 22,000 candles from local shop Abbey Brown, ultimately delivering a gift to every person in the arena