Shopping Small with Shaq

In 2010, American Express created Small Business Saturday, a program dedicated to driving more customers into small businesses. In 2016, they ramped up their efforts by creating "Shop Small for 2x Rewards," turning the single day initiative in November into an offer that spanned the entire holiday season. We leveraged our NBA partnership to get the word out, creating a campaign called "Shopping Small with Shaq," which included social content as well as a series of in-arena gifting stunts that put fans on the receiving end of Shaq's holiday gift list. Jumbotron content featuring Shaq triggered the release of hundreds of parachutes carrying gifts to fans in-arena, culminating in the largest-ever in-arena gifting stunt to date at Chicago's United Center.