American Express fuels Pharrell Williams concert with user content

05/27/2014 | Adweek

American Express' 14th Unstaged concert featuring Pharrell Williams will air exclusively online and may owe its millennial reach to user-driven efforts. Fans can get a digital photo signed by Pharrell if they retweet AmEx and can upload photos of themselves for a chance to be featured live on stage. "There is a real opportunity with digital to scale [live experiences] towards a global audience," said Deborah Curtis, vice president of entertainment and sports sponsorships.

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