Tag Archives: American Express
December 3, 2012
American Express Uses Social Media to Build Card Envy
Giant vats of whole squid and chicken feet in the kitchen. Scary what you’ll miss if you’re not an American Express Platinum Card member! The scene, set at Halloween time by American Express, invited Platinum Card holders to an exclusive event to watch a celebrity chef “cook up some freaky foods.”
It’s just one example of how Amex uses social media to showcase its special perks and make prospects, um, hungry for Platinum membership.
Posted in Financial services
Tagged American Express, influencer marketing, marketing for a social world, Media Logic
June 15, 2011
Is Amex’s The Social Currency™ Social or Spin?
Amex consistently delivers the new and the innovative: from striking a deal with the USPS to sell Amex gift cards in post offices to launching their Foursquare partnership during SXSW or developing “Serve” the next-gen digital payment platform that may someday do away with cash and card payments. With this outstanding record, naturally The Social Currency ™ piqued my interest. I wondered, “What does that mean? Can Amex deliver on branding a rewards currency with such a loaded and overused word?”
Posted in Financial services, Social Marketing
Tagged American Express, branding, Facebook, foursquare, rewards
June 28, 2010
Feeding the Moral Hunger: Strategic Social Marketing for the Greater Good?
A trend our team has witnessed for the past nine months is the growing prevalence of cause-related marketing efforts from financial services institutions. A recent article on Slate.com focuses on American Express’s most recent “dogooder” initiative, the American Express Members Project.
Without question, these efforts are in part attempts by banks and other financial institutions to generate some goodwill after being publicly flayed by consumers, the press, the federal government, state governments and on and on. But it is also related to what Katherine Fulton, president of the Monitor Institute” labels “Moral Hunger,” a nationwide uptick in empathy summed up this way by our own Paige Fleury:
What was a society of consumption, collection and live-for-today is now a more pragmatic, empathetic and forward-looking group whose behaviors from spending and saving to brand choice and outlook add up to a new moral hunger – a desire to do good.
