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American Express Introduces Social Capital To Digital Media Backchannels

American Express Introduces Social Capital To Digital Media Backchannels
Advertising

The natural inclination to share has been harnessed by American Express in their latest Customer Rewards campaign.

Stephen Fortune
  • 18 march 2011

American Express have integrated a Facebook tab into their American Express Rewards interface to encourage members to share the most memorable thing which they’ve spent their points on. They have done so off the back of research indicating that many of its members like to brag about their reward redemptions.

The tab is the vanguard of their “Social Currency” campaign, in print and social media, which encourages customers to think about spending rewards points in less traditional ways.

In addition to providing new platforms for sharing (and bragging) the campaign has an educational remit:

“(Customers) aren’t aware of what they can do. Some of it is because of an entrenched way of thinking about rewards programs when it was heavily travel-based and people saved up points for a big trip”

American Express

AdAge: AmEx Campaign Positions Rewards Points as Social Currency

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+Market Research
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+rewards
+social capital
+social currency
+Social Media
+technology
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