American Express Canada has launched a new brand campaign, and it is using TikTok’s Story Selection product,

Amex is the first Canadian financial services brand to use the feature, which debuted in the U.S. last year. Story Selection ads are a “choose your own adventure”-style format where viewers can choose the path of a story and the outcome of an ad. The campaign also uses TikTok’s Instant Page, which takes users to an in-app page for more information or to make a purchase.

The Story Selection part of the campaign shows a couple’s honeymoon in Lisbon, along with the travel and dining benefits that Amex card members receive. After viewing a seven-second video of the couple’s day, users are prompted to choose whether they want to explore the hotel or the city. Once the second video plays, they are led to the brand’s landing page.

The Instant Page portion of the campaign launches June 1, featuring travel imagery and videos with tips to enhance travel through Amex benefits.

Amex also used TikTok’s commercial music library to use popular audio to accompany the content as a way to further connect with the brand’s Gen Z and Millennial target audience.

“TikTok is at the forefront of platforms taking innovation and brand storytelling to the next level, and collaborating with them is a strategic way to engage our target audience with an immersive showcase of our brand’s benefits,” said Lauren Dineen-Duarte, VP of communications for Amex Canada. “The opportunity to invest in storytelling that drives such strong brand consideration results makes them an ideal partner.”

Amex has previously utilized social ad formats that let consumers “choose your own adventure” in an attempt to showcase members benefits and rewards most relevant to them. In 2021, it ran a campaign on Twitter where user choices helped guide spokesperson Will Arnett through a series of travel hiccups that were solved with his Amex card.