Amex x Coachella
Project Overview
This social-first activation celebrates the festival season in Coachella by engaging Gen Z and Millennial audiences with a nostalgic, Y2K-inspired experience. Amex Away Message was a chatbot microsite that generated custom AIM-style statuses for social sharing. This interactive tool blended culture with modern personalization to amplify festival moments, drive PR buzz, and build community through self-expression.
Value Added
- Oversaw multi-track workflows across creative, tech, and production
- Defined and enforced project milestones and timelines
- Collaborated with business affairs to ensure legal compliance
- Resourced additional creatives for copywriting, animation, and design
- Monitored budget (FEE & OOP) to prevent overages
- Initiated agency-wide Y2K copywriting sprint to diversify chatbot responses
- Managed delivery of contractual paid assets
- Partnered with tech to QA, launch, and support microsite performance
- Supported sound design efforts for nostalgic brand experience
Results
- Paid Impressions: 112.7M (24.4M TikTok / 88.3M FB+IG)
- Paid Engagements: 4.55M (350.7K TikTok / 4.2M FB+IG)
- Microsite: 20K Page Views, 500+ Social Shareouts
- Drives reach and scale for both concert-goers and fans at home
