Amex Bets on Experiences to Win Over the Next Generation

Snapshot:
To mark its 175th anniversary, American Express reimagined its Member Week to resonate with younger generations, moving the annual celebration from October to March.

The centerpiece of the campaign was a concert at Brooklyn Paramount featuring singer-songwriter Gracie Abrams, alongside producer Aaron Dessner. The performance doubled as a curated brand experience, complete with photo moments, free pizza, and giveaways—plus proceeds going to World Central Kitchen.

Amex partnered with restaurants through Resy to offer complimentary martinis and one-night tasting menus, while cardholders enjoyed exclusive shopping credits at brands like Kiehl’s and Levi’s.

The campaign’s focus was clear: connect emotionally with Gen Z and millennial cardholders, who Amex says prioritize once-in-a-lifetime experiences. The brand reports 87% of this audience is willing to spend more for unique moments, a stat that helped shape the event’s experiential marketing strategy.

Amex continues to evolve its offerings and messaging to meet the expectations of this rising cohort, tying lifestyle to financial services in ways that drive engagement.

Looking ahead, the brand plans to keep experiences central to its membership value, especially for younger users seeking more than just rewards from their credit cards.

Full story: ADWEEK