American express: scoop shop

AGENCY

Momentum Worldwide - 2025

SKILLS

Experiential Strategy

SUMMARY

Amex wanted to reimagine their B2B trade show presence at AFP and GBTA — rooms full of financial executives who are notoriously hard to engage.

The insight: conferences lack genuine spaces to connect, and attendees are starved for levity. The strategy lied in social utility meets play.

The Scoop Shop: an on-site ice cream parlor spotlighting small business owners in the Amex network. Natural gathering hub, longer dwell time, Amex's "support small" ethos made tangible.