Amex Puts Cardmembers In The Driver’s Seat During F1 Canadian Grand Prix

As part of the campaign, priority media and influencers had an opportunity to experience end-to-end Cardmember benefits at the F1 Canadian GP #withAmex.

Influencer content to be driving force behind paid social strategy, supporting a media buy across Awareness and Consideration tactics on TikTok and Meta with both an F1 focus (this began on race weekend and ran for 7-10 days) and more evergreen content (running an additional 7-9 weeks). Branded content created by the Amex social team to also support.

For AMEX creating exclusive entertainment experiences and branded activities is core to their DNA, like those offered on-site at F1 including the Trackside Lounge and the Amex Fan Experience, generated strong on-site engagement, which in turn drives interest among prospects and brand loyalty among current Cardmembers.  

Looking at previous campaigns, it is clear that AMEX aims for Cardmembers to leave its events feeling, "that would not have been the same without my American Express Card," and they appear confident in having achieved this at the Montreal Grand Prix.

With so many events to choose from, why did Amex select F1?

Shiz - The F1 fan base and viewership has grown exponentially over the past several years among Millennials and Gen Zs, our fastest-growing consumer Cardmember cohort, which makes our involvement in the sport a natural fit for Amex.

We are living in the ‘Experience Era’ where people put a premium on travel and lifestyle experiences. Experiences are at the heart of what Millennials and Gen Z care about. Think about the Cardmember who gets tickets to an F1 race and then being on site to have access to the best view of the starting grid and a premium view of the podium at the Amex Trackside Lounge– that’s what matters to this generation.

And American Express isn't just in the Card business – we’re in the business of membership. Membership means creating meaningful value for our Cardmembers across areas they are passionate about through access to the best-in-class travel, entertainment and dining experiences and benefits – including Formula 1.

What was the goal going into the activation?

Shiz - F1 is the first new sports category Amex has entered in over a decade and is our first multi-market sports partnership.

It allows us to show up for our Cardmembers in multiple markets across North, Central and South America and combines assets across numerous entities – from F1, to the local race promoters, to ticket platforms and more – with the goal of delivering even more value for our customers.

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