American Express, Leaders in Experiential Marketing

American Express has been one of the leaders in experiential marketing thanks in large part to Rich Lehrfeld, their VP of global media, sponsorship and experiential marketing.  He realized that customers responded to events that they were able to participate in. These events are much more than just the US Open or a golf event. In 2000 Amex teamed up with SFX and Ticketmaster to launch the “Summer Concerts in Blue”. This allowed Blue Amex card members early access to tickets and special experience. This program was very successful and American Express continued to expand new partnerships each year. In 2010 they launch Small Business Saturday to help get people to shop in small businesses the day after Black Friday.  It rewarded members who spent $25 in a participating small business with a $25 shopping credit.  This program had over 350 small businesses participating in its first year.

The number one lesson Lehrfeld has learned is it all begins with the customer. “It’s not about pushing your brand in front of their face,” Lehrfeld says. “It is about enhancing and benefitting their life, engaging and interacting with them when they are receptive, happy and open, bringing the physical and digital to life in a meaningful way where you create wonderful memories for people that they can share with their loved ones and friends. Focus on the customer and the consumer, and you won’t go wrong.”


Information from Event Marketer


Synergy Events, a Top Event Agency

Synergy Events is an independent event-marketing agency that specializes in mobile marketing tours, PR events, product launches and sponsorship activation platforms for its sports and consumer-based clients.  Synergy has represented Fortune 100 companies, global consumer brands, sports sanctioning bodies and top PR firms.  Reebok, Citizen Paine, Weber Shandwick, Major League Soccer, and New York Knicks/MSG are a few of their clients.  They pride themselves on creating signature brand experiences that make an impact.  Their first event was 20 years ago, where they built a custom, portable court in Times Square to promote Reebok and tennis pros Michael Chang, Patrick Rafter and Venus Williams.  Since then the company has executed events at thousands of high-profile locations as well as at some of the world’s top sporting events including the Super Bowl, Daytona 500, Olympics and World Cup.  Synergy is located in Ocean, New Jersey just 50 miles from New York City.  They are also conveniently located within 200 miles of four of the top eight media markets.  Synergy Events has been named a Top 100 experiential marketing agency by Event Marketer magazine every year since 2008.

Here are just a few of their events:

Knicks Fan Central Event

"world's largest baseball card" to promote Topps Series I 2013 baseball cards

“World’s Largest Baseball Card” to promote Topps Series I 2013 baseball cards

Reebok NHL Winter Classic Zigloo