AMEX “Dinner on the 50” event by American Express in partnership with the Seattle Seahawks.
American Express and the Seattle Seahawks hosted a “Dinner on the 50,” event for loyal Hawks fans at CenturyLink Field to pump up the world’s loudest fans named the 12s for upcoming 2016 NFL regular season games inside one of the league’s loudest stadiums. Several hundred special 12thman fans in attendance at the “American Express Dinner on the 50” had the pleasure of a one-of-a-kind dining experience held on the 50 yard line of the stadium. The Sports Techie community blog began operations in the Emerald City in Washington State before moving to Atlanta, GA. Read our exclusive Q&A with Deborah Curtis, VP of Entertainment Marketing & Sponsorships, American Express, below. I especially like to share compelling sports technology, business, art, culture, and entertainment, fan and team related news and stories. In this case, Dinner on the 50, fan selfies, player discussions and the social media hashtag, #AmexSeahawks.
AMEX Dinner on the 50
Growing up in the Seattle suburbs of Redmond and living about a decade in Ballard as a diehard Seahawks fan, I had friends that attended this exclusive and sold out event last Friday night. All the events proceeds were donated to the local Seattle chapter of the YMCA. The business relationship between American Express and the YMCA was highlighted by this community program, one of many marketing activation’s across the nation for card members, merchants and sport partners.
Seattle Seahawks and American Express announced a multi-year partnership last season to drive fan excitement and value to passionate Seahawks fans worldwide. These unique offers, fandom experiences and benefits for members are meant to be lifetime experiences.
American Express “Dinner on the 50” Q&A
Answers by: Deborah Curtis, VP of Entertainment Marketing & Sponsorships, American Express
- How was this event a win-win-win for Amex, the Seahawks and the YMCA?
At American Express, it is important to us to go above and beyond for our Card Members by providing unforgettable experiences and exceptional customer service. Dinner on the 50 allowed both American Express and the Seahawks to elevate relationships with the “12s” fan base through a unique and intimate player-fan experience, while also enriching the general Seattle community by donating proceeds from ticket sales to the local YMCA. We believe this was a win-win for everyone involved.
- Do you measure the social media return of hashtag, #AmexSeahawks, and if so, what were the results?
While we do not release this data, we can say that social engagement from those who attended was very strong.
- What was the Amex card member diversity breakdown in terms of demographics? For example, men versus women, were there youth, were there season ticket holders, and what was the favorite jersey number worn?
While we cannot elaborate on specifics, we can say that men, women and children all attended the event—season ticket holders and non-season ticket holders alike.
- Are Thomas, Wagner and Lockett scheduled to participate in future events and if so, which ones?
The players were a tremendous presence during Dinner on the 50 – particularly during the interactive fan panel. While we can’t confirm if they will be a part of future events at this point, we enjoyed working with all three of them.
“We have a phenomenal fan base and the 12s have caught the attention of the country with how loud and enthusiastic they are,” said Seahawks President Peter McLoughlin. “We are honored to partner with American Express to create fun and exciting opportunities for our fans to support their team.”
- The event included:
o A four-course meal (replicating four quarters of a NFL game) served on the field turf with a pre-dinner cocktail reception
o Surprise appearances and a moderated fan Q&A with Seahawks All-Pro Earl Thomas, Bobby Wagner and Tyler Lockett
o A variety of special gameday programming, including a halftime show performance by the Seattle Seahawks’ very own Sea Gals, the Blue Thunder drumline and Taima the hawk
Tiami the Hawk
One of my favorite American Express photos of the night taken by Getty Images is of a lucky Hawks fan attempting to kick a football through the uprights while one of the two CenturyLink Field big screens displaying live event images displaying the amazing fan experience to fellow 12s in attendance.
“The 12s are some of the most passionate and loudest football fans in the country,” said Anré Williams, President, Global Merchant Services, American Express. “Working with the Seahawks and Seattle-area merchants, we have a unique opportunity to embrace that fandom and create exciting, new ways for Card Members and Hawk fans to cheer on their favorite team.”
Sports Techie, our family joined the Cowart Family/Ashford Dunwoody YMCA a few weeks ago and love the renovated facility, especially the swimming pool because our three-year old son is on the autism spectrum and learning how to swim. Many of our Sports Techie readers and followers are happy YMCA members too.
The AMEX and Seahawks “Dinner on the 50,” was a terrific fan-centric opportunity benefiting both the 12s and Seattle Y.
Event pictures highlight the fun experience had by all documented by countless smartphone and tablet selfies shared across social platforms, fan engagement with Seahawks players, and interactive functions for 12s around the stadium.
The Seahawks begin play week one, Sunday, Sept. 11th at 1:05 PDT in Seattle versus the Miami Dolphins at CLink stadium in an AFC matchup. The first Hawks home game will be televised on CBS Sports.
Look for additional AMEX and Seahawks fan experience programs as the season progresses, in addition to other sport and league sponsorship programs we look forward to sharing with everyone in the future.
See y’all later in Seattle, Atlanta and around the world.
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