Amer­i­can Express has extend­ed a pro­gram that orig­i­nat­ed as a series of live dig­i­tal expe­ri­ences to mobile in part­ner­ship with music indus­try dar­ling Tay­lor Swift. The effort not only pro­vides Swift fans with an inter­ac­tive video and addi­tion­al Swift con­tent, it intro­duces a whole new gen­er­a­tion of poten­tial future card­mem­bers to the Amer­i­can Express brand.

Amer­i­can Express has launched an inter­ac­tive video expe­ri­ence in con­junc­tion with none only than Tay­lor Swift, the Amer­i­can Express Unstaged Tay­lor Swift Blank Space Expe­ri­ence App, which it says gives fans “a nev­er-before-seen, 360° immer­sive music video expe­ri­ence for her new sin­gle, ‘Blank Space.’”

Avail­able for down­load from iTunes and Google Play, the app adds “a new lev­el of inter­ac­tiv­i­ty to Swift’s renowned sto­ry­telling in her music videos,” the brand says.

That’s because it allows fans to explore the video set­ting by mov­ing their phones or tablets to change the view up, down and around, as well as by tap­ping select ele­ments in the video inter­face. The video includes six rooms, as well as char­ac­ters and hid­den items that are “con­nect­ed to the sto­ry­line that only appear in this inter­ac­tive ver­sion.”

Those hid­den items include 41 so-called col­lectibles that Wal­ter Frye, direc­tor of enter­tain­ment mar­ket­ing for Amer­i­can Express, says will res­onate with Swift’s fans, such as a grand­fa­ther clock with the num­ber 13 and a piano Frye said is “sig­nif­i­cant to the home we shot in.” It also includes a TV with sta­t­ic called “Track 3” as a nod to ear­li­er news reports of an album leak in Cana­da that yield­ed sta­t­ic.

“A true fan will know what that is about,” Frye said. “Every­one else walks right by, but it’s fun for us and [Swift], too…It’s actu­al­ly been real­ly excit­ing for us to watch the social buzz since the app launched. Fans are lit­er­al­ly so excit­ed to go through these rooms and find dif­fer­ent clues and share the expe­ri­ence with oth­ers as they go through that jour­ney.”

Accord­ing to a press release, Amer­i­can Express and Swift will share clues with fans through notes and pho­tos from her per­son­al and pro­fes­sion­al life that are hid­den with­in the app expe­ri­ence.

In addi­tion, Frye said the inter­ac­tive video is a col­lab­o­ra­tion between Swift, direc­tor Joseph Kahn and the Amer­i­can Express team, which worked togeth­er to devel­op new char­ac­ters that don’t exist in the stan­dard video “and oth­er ways the sto­ry could be extend­ed a lot deep­er than what you see in the lin­ear video.”

Frye said that as Kahn shot the lin­ear video, Amer­i­can Express reshot the same scenes with its own cam­era with “six dif­fer­ent cam­era eyes around it,” which cap­tures every­thing in the room at the same time and allows view­ers to use an accelerom­e­ter and look up and down to choose their own adven­tures.

“When Tay­lor and her male inter­est leave the room, there is more to the sto­ry,” Frye said. “You can see the but­ler pick up a note­book or a dif­fer­ent but­ler clean up the flow­ers. It was real­ly fun to think through how the sto­ry can extend.”

Con­tent also includes the offi­cial video and behind-the-scenes footage of the video shoot.

The video is also avail­able on YouTube and, as of Novem­ber 13, has near­ly 28 mil­lion views.

“We know that music is one of the high­est pas­sion points of our card­mem­bers and our prospects and we look to cre­ate mem­o­rable music expe­ri­ences every day,” Frye said. “We have an oppor­tu­ni­ty to intro­duce new peo­ple to the brand via dig­i­tal technology…for us, it’s a way to extend the rela­tion­ship with artists, to con­nect the artist with fans and to intro­duce the artist to new fans and it real­ly just becomes almost a rein­forc­ing cycle of how to cre­ate val­ue in the indus­try.”

Accord­ing to Frye, the Amer­i­can Express Unstaged series was orig­i­nal­ly devel­oped in part­ner­ship with YouTube and Vevo for live dig­i­tal expe­ri­ences for card­mem­ber events “and then scale that event to fans around the world to attract new prospects.”

Pre­vi­ous artists include Phar­rell Williams, Cold­play, and Arcade Fire.

This app, which is launch­ing with Swift, is was Frye calls “an evo­lu­tion” of the orig­i­nal pro­gram.

“We see an oppor­tu­ni­ty for Tay­lor fans to direct their own expe­ri­ence with­in the video and def­i­nite­ly see this as the begin­ning of work­ing with oth­er artists in this capac­i­ty,” he said.

The brand is adding an app because “we’re see­ing a huge rise in on-demand view­ing based on con­sumer con­sump­tion, but we also want­ed fans to be able to have a rich expe­ri­ence,” Frye said.

What do you think about Amer­i­can Express’ efforts to con­nect with the next gen­er­a­tion?