Music is a big part of how American Express rewards its Cardmembers with programs like Front of the Line, which just celebrated its twenty-fifth year and American Express UNSTAGED, a partnership with Vevo and Youtube to showcase some of best talent the music industry has to offer. Their latest initiative with Taylor Swift takes that experience to a whole new level.
On November 11, 2014, American Express UNSTAGED and Taylor Swift launched the American Express UNSTAGED Taylor Swift Experience app on both iOs devices as well as Android. The app is more than just a platform to watch the newly released Blank Space music video or see exclusive behind the scenes footage of the video’s collaboration between Taylor Swift and director Joseph Khan. As the name so aptly suggests, the app invites you to enter an experience, transporting you into the video.
The above video doesn’t do the experience justice but I wanted to give you a bit of a picture. You really need to download the app yourself.
As you walk through the mansion doors you step into a 360-degree representation of the world you know from the Blank Space video. Looking on my Samsung Tablet was like looking through a magic glass. As I moved my tablet, the space I was looking at also moved. You can explore the room, find hidden treasures, and click on doors to follow the lovers from room to room as they play out the video. The American Express UNSTAGED Taylor Swift Experience plays almost like a choose-your-own-adventure. You can follow the characters as the move around the mansion or you can take your own path, sometimes stumbling upon the characters in different parts of the house. All along the story in the form of the song plays in the background.
This isn’t just something you watch once. I found myself running through different scenarios, catching new hidden elements in the various rooms (there are 30+ hidden items you can unlock as you continue to explore). Behind the scene footage is a nice extra for fans but the American Express UNSTAGED Taylor Swift Experience felt more personal, like I was there as the video was being put together. What fan wouldn’t like that?
American Express UNSTAGED has always pride itself on bringing unique experiences to audience members and this app marks a new step in the UNSTAGED experience and music video category as a whole. Don’t just take my word for it, download the free app on your Apple or Android device and experience it first hand. It’s something you’ll want to see whether you’re a huge Taylor Swift fan, just enjoy her latest release Blank Space, or are fascinated with how brands like American Express are using technology to enhance a user’s experience.
You can grab a free copy of the app here:
For your Apple iOs Device
For your Google Android Device
This post was sponsored by AMEX Bank of Canada. The views and opinions expressed in this blog, however, are purely my own.