Our cover letter could not leave users indifferent. So we organized an exclusive Ara Malikian concert with a backstage pre-show and a post-concert interview.. The event was broadcast via streaming and to carry it out we built an impressive set and we had a multi-camera production worthy of any top-level television broadcast.. Connected users had the opportunity to comment on the concert in a live chat and get to know the artist in depth thanks to the content before and after the show..

The second of the contents revolved around haute cuisine. Michelin star chef Julián Mármol opened the doors of his restaurant Yugo The Bunker to tell us the biggest secrets of his cuisine. A series of short and very attractive pills chained together to learn high-level concepts about Japanese gastronomy but in a very entertaining way thanks to the application of challenges, rankings and other elements of a TV program. As a culmination, Users who saw this content were eligible for a dinner to 2 at the restaurant by participating in a contest through American Express networks.

Toni Nadal was the absolute protagonist of our third content. An hour of live streaming in which users were able to ask Rafa Nadal's mentor all kinds of questions. Elite sport and techniques that lead to success applied to the business environment from the hand of one of the most prestigious coaches and speakers in the country. And as icing on the cake, the draw for a racket signed by Rafa Nadal.

The last content of this program took us to know the legendary wineries of Marqués de Riscal together with one of the best sommeliers in Spain. There we had the privilege of opening a Gran Reserva bottle with more than 60 years old for our expert to taste. We also learned the perfect pairings for the most typical dishes of the Christmas holidays and were amazed to discover the foods that are enemies of wine. In the last part of our content, Sommelier Jon Andoni Rementería answered users' questions in a live streaming video chat.

All content was released with the day and time of release and remained available during the following 72 hours. We thus adapt to what is already a standard for the consumption of audiovisual content. (the on demand model) but enriching live consumption with another layer of content (through contests and interaction) and causing a greater feeling of exclusivity and urgency (establishing a time limit on access to the platform).

The communication strategy included a mailing plan to the American Express database and the creation of its own platform to host the content in an environment 100% created for the occasion.