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Marketing Awards Case Studies American Express

Backstage at Amex Campus: the bespoke events platform built by Momentum Worldwide


By Awards Analyst | writer

December 7, 2021 | 6 min read

Momentum Worldwide won ‘B2B Experience of the Year’ at The Drum Awards for Experience with its bespoke immersive virtual experience platform for American Express. Amex Campus was home to five exciting events in 2020, resulting in even better conversion rates than their predecessors. Here, go behind the scenes of this award-winning enterprise with the team that created it.

American Express

Amex Campus was specifically designed to combat 'death by webinar'.

As humans, we understood the gravity of the global health emergency, but as businesspeople, we struggled to adapt.

Even knowing that technology was crucial to our staying connected, we quickly felt the creeping dread of ‘death by webinar’ and the curse of the ‘Zoom Zombie’. As our once-varied business interactions became reduced to singular, two-dimensional interactions, the pandemic destroyed the pleasure of doing business.

American Express – which prides itself on delivering exceptional service to its cardholders and clients – saw an opportunity to help. It has long believed that the best business is done when the right people come together, in the right way. And while technology was certainly bringing people together, it wasn’t in the right way. It was lacking an experience.

To expand on the brand’s objectives to make business more personal through remarkable experiences that ignite potential, American Express aimed to address the many concerns that their business customers were facing.

For small businesses in particular, a recent American Express Business Resiliency Survey identified that Business Owners stated the top three resources they would find most helpful in navigating the impact of the pandemic as: virtual business conferences/ webinars (47%), virtual networking events (44%), and advice/ resources related to “leading through a crisis” (44%).

Three key strategic pillars were identified to translate the brand’s service ethos into a successful virtual experience format: Entertain, Connect and Educate.

And it was these principles that drove true brand differentiation. Recognizing, now more than ever, that people need to feel enriched, informed and inspired – in ways that technology alone does not achieve – our core strategy was ‘Experience First, Tech Second’.

Momentum created a unique, immersive virtual experience platform called Amex Campus where businesses and business owners could access the invaluable expertise of American Express through enriching content and best-in-class speakers as well as connect with their business community, all from the comfort of their own home.

Remaining true to the service ethos of American Express, Amex Campus was created to help customers and their businesses thrive during these highly unpredictable times.

Amex Campus is a bespoke, web-based, 3D event concept and experience designed and created by Momentum Worldwide, specifically for American Express.

Users can navigate a variety of rooms where they can access a full agenda of content: for example, key-note speakers and thought leadership content in the Auditorium or more conversational, hybrid lifestyle content in the Conservatory. There are also additional functions such as business networking and virtual breakout rooms for smaller, personalized interactions as well as bookable workspaces in the Gallery for client and vendor 1:1 meetings.

Of the five events that American Express hosted in 2020, Business Class Live: Summit for Success took place on October 20 2020 and reached nearly 3,500 small business owners and featured over 35 virtual sessions hosted by a variety of speakers including sporting legends Shaquille O’Neal and Venus Williams.

Other sessions featured executives from American Express, Dell, Amazon, Google, Netflix and more with content being designed under four defined tracks:

Good for Business Tools to help grow and operate a business.

Good for People Tools to help stay balanced, inspired and motivated to fuel success.

Good for Community Workshops on building a cross-cultural business community.

Business Stories Hear from other business owners how they have pivoted during the crisis, the lessons learned and tips to unleash growth potential.

High on the agenda for many attendees was a series of sessions addressing the needs of female and minority-owned businesses, as well as challenges faced by LGBTQ+ business owners. With a specific aim to support small business owners through networking, resources and tools, Summit for Success was completely fee-free regardless if registering attendees were American Express CardMembers or not.


  • Amex hosted five virtual events on Campus in late 2020, reaching 10,000 attendees
  • Over 25 countries represented, across key regions of EMEA, North America and Asia Pacific
  • Average conversion rate from registration to attendance was almost three-quarters, (considerably higher than competitive platforms)
  • ‘Global Advisory Council’ event attendance more than double the in-person equivalent in 2019
  • ‘Summit for Success’ event attendance of up nearly two-and-a-half times the in-person equivalent in 2019
  • 85% of surveyed attendees said “the Summit gave them a more positive view of American Express as a business partner.”

In the midst of a crippling global pandemic, American Express effectively pivoted to continue servicing its business customers. Providing them with invaluable support, insight and opportunities to extend their business networks at a time when they needed it most.

Due to its early success - and in the face of a still uncertain future - Campus continues to be a strategic priority for American Express. A number of global events are planned throughout 2021. Continuing to digitally prove “where there’s uncertainty, there’s opportunity” to business owners everywhere - even in the new reality of Covid-19.

This campaign was a winner at The Drum Awards for Experience. To find out more, including which competitions are currently open for entry, visit The Drum Awards website.

Marketing Awards Case Studies American Express

Content created with:

Momentum Worldwide

Momentum Worldwide is a global experience agency partnering with and transforming the world’s most famous brands since 1987. Built on the simple truth that it’s not what brands say, it’s what they do that matters, the agency blends creativity, technology, strategy, design and execution to change the world and impact culture.

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