Instead of a usual 30-second TV spot, American Express has decided to have a whole channel dedicated to the company and its services. The ongoing commercial allows current and potential American Express customers to explore member benefits with interactive features such as games, and original content. Viewers can navigate around the screen and even respond to questionnaires with their remote controls.
The American Express ad is currently running on DirecTV, Cablevision, Dish Network, AT&T’s U-verse, and other systems that support interactivity. Lou Paskalis, VP-global media content development and mobile marketing at American Express, states that the ad should be available to about 55 million households in the U.S.
To encourage viewers to seek out the channel, the financial company hopes to offer exclusive content through various sponsored events, such as the U.S. Open and the Tribeca Film Festival. Paskalis explains that new TV technology offers advertisers “the world’s biggest roulette table.”