THE ASKWhen Gen Z treats dining like social currency and food content is everywhere, but most recs feel generic, not personal. How can American Express create a social experience to promote the Amex Gold Card (known for dining) that actually feels authentic and relevant to Gen Z?
Music Tastes
A first-of-its-kind experience that helped users discover new restaurants using their taste in music. By analyzing Spotify’s first-party data, we identified shared-descriptors between music genres and popular cuisines, creating 8 unique profiles. Users were matched with a profile based on their real listening history and served tailored restaurant recommendations through Resy, seamlessly integrating Amex Gold dining benefits.
Paid Social
Results
Music Tastes delivered over 42 million impressions with 1 in 7 users tapping through to book on Resy — setting new Spotify benchmarks for time spent in an experience with 55 seconds and a 133% higher CTR (click-through rate) on audio ads.
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The experience had a 60x higher CTR than the average Instagram ad