American Express Canada joined forces with country-turned-pop superstar Taylor Swift to create the American Express UNSTAGED Taylor Swift app, the latest evolution in the brand's UNSTAGED platform. Amex is dedicated to providing its clients with unique, valuable experiences that they otherwise might not have access to, and this partnership marks yet another exciting creative collaboration between American Express Canada and the music industry.
The 360? immersive mobile application, which launched November 11th, 2014, offers fans the chance to direct their own version of the singer's 'Blank Space' video with a unique "choose-your-own-adventure" format. It is an exciting way for fans to experience Swift's amazing storytelling ability in their own right. The original Blank Space video, directed by Joseph Kahn, is a visual masterpiece that pokes fun at Swift's dating reputation. Users can unlock new adventures and accrue over 30 virtual goods the more they use the app, which also includes exclusive behind-the-scenes access. Taylor Swift fans will no doubt enjoy the interactive approach to the video, bringing them one step closer to their musical idol!
The app is currently available for free download in the iTunes App Store and the Google Play Store for compatible smartphones and tablets.
This post was sponsored by Amex Bank of Canada. The views and opinions expressed in this blog, however, are purely my own
Experiential Music Video Apps
The American Express Unstaged Taylor Swift App is Fan-Directed
Trend Themes
1. Experiential Music Video Apps - The immersive and interactive experience of the American Express UNSTAGED Taylor Swift app offers a new way for fans to engage with their favorite artist's music videos.
2. Choose-your-own-adventure Format - The unique format of the app allows users to create their own version of the Taylor Swift 'Blank Space' video, providing an innovative and personalized viewing experience.
3. Virtual Goods and Exclusive Access - The app incentivizes users with virtual goods and exclusive behind-the-scenes access, creating a new revenue stream and fan engagement opportunity for artists and brands.
Industry Implications
1. Mobile Apps - The American Express UNSTAGED Taylor Swift app demonstrates the potential for immersive and interactive experiences in the mobile app industry, particularly in the music and entertainment sectors.
2. Music Industry - The app's fan-directed approach to music videos presents an opportunity for artists and record labels to explore new ways of engaging with their audience and creating unique experiences.
3. Financial Services - American Express Canada's collaboration with Taylor Swift highlights the potential for financial services companies to partner with artists and brands to offer exclusive experiences and rewards through mobile apps.