Live from austin, it's Jay z

AmEx wanted to use SXSW as the stage to announce a groundbreaking new partnership with Twitter. We were acutely aware of how difficult it is to break through the clutter of SXSW. We needed to go big. So we called JAY Z. We gave out 1,000 tickets on a first-come-first-serve basis to the live-streamed show, causing quite a disruption.  

The result was unprecedented: over 5.6 million live views, a trending topic on Twitter (Austin, U.S. and globally); fan and media coverage generated nearly one billion impressions in high profile tech, consumer, music and lifestyle media. To cap the success, Ad Age named it the unofficial winner of SXSW. Not too shabby for a 100 year old financial company.