Spin25 Concert Series / Presented By Zync From American Express

Celebrating SPIN’s 25th Anniversary, July 26–30, 2010

Presenting Sponsor: ZYNC from American Express Platform: Spin.com, facebook.com/zync
Total Patron Attendance:
Approximately 17,000

SPIN25 Concert Series Featured In:
• The New York Times • Brooklyn Vegan • The Examiner • The Huffington Post • PR Newswire

ZYNC from American Express entered into the SPIN25 partnership with The Bowery Presents and Show Cobra to build brand awareness among ZYNC’s target audience, music lovers. American Express wanted to communicate ZYNC’s unique features and benefits to its target market and provide live-music experiences for those at home in order to help broaden the message and help music fans feel connected.

In collaboration with SPIN and Livestream, The Bowery Presents and Show Cobra helped American Express communicate its branding message with talent buying, event production, video production and media advertising for the entire SPIN25 Concert Series. The Bowery Presents secured the headlining bands—the Smashing Pumpkins, the Flaming Lips, the Black Keys, the National and Spiritualized—to play five consecutive nights at Terminal 5 and Radio City Music Hall.

The Bowery Presents also provided American Express with media advertising space on The Bowery Presents Web site, and Show Cobra produced all five live events in coordination with American Express PR agencies. ZYNC activation elements at the SPIN25 events included ZYNC Zone digital photo booths and furniture, cobranded ZYNC and SPIN25 marquee wraps, ZYNC free-cardholder drink specials and a VIP area, ZYNC pop-up signage throughout all floors of venues, ZYNC and American Express cling-on signage on venue walls and mirrors, ZYNC eMusic-card giveaways and a ZYNC Zone neon sign. By working with The Bowery Presents, American Express could offer a special ticket presale to ZYNC card members and other American Express card members through its Facebook page.

The National Live at BAM – Presented By ZYNC from American Express

Brooklyn Academy of Muisc, May 15, 2010
Presenting Sponsor: ZYNC from American Express
Platform: Youtube.com/the NationalVEVO
Total Video Views: 4,082,632
Total Channel Views: 1,032,612

Zync from American Express and VEVO entered into a partnership with The Bowery Presents and Show Cobra to buy talent and oversee production for the National’s benefit concert at the Brooklyn Academy of Music. Show Cobra worked with legendary documentarians D.A. Pennebaker and Chris Hegedus to produce the live-stream (with copoduction partner AEDG) and create archived content for the Web. Plus Show Cobra produced vignettes with the band and single-song uploads from the performance. This pairing of an iconic director and leading-edge talent for a live-stream is the foundation of what was later developed into American Express tent-pole content initiative—the Unstaged program.