American Express sought to develop an interactive online experience that would reinforce its strength and leadership in the travel industry. Given the wide range of online travel sites and promotions already in existence, it was important for American Express to continue to differentiate itself by creating a unique, experience that drove Cardmembers' purchase of vacations as well as their ongoing usage of the American Express Card for travel. Digitas and American Express worked to create an engaging online promotion that drove travel spending featuring travel merchants who accept the Card.

Consumers chose a question from American Express’ “My life. My card.” advertising campaign, such as “My proudest moment”, or “My wildest dream”, and answered it visually by submitting a video clip. Through our web gallery users could view, rate, save and/or share clips through email, phone or podcast. Martin Scorsese and M. Night Shyamalan judged the finalists. The winning “clip-maker” received $15,000 and a trip to NYC to be honored at the 2006 Closing Ceremony.

Open from early November through the beginning of January, the Members Lounge was a tremendous success: The Members Lounge visitation goal was exceeded by 30%.

The experience received a 100% positive feedback rating from Cardmembers. Almost $700,000 in American Express Gift Cards was sold. Hundreds of visitors applied for an American Express Card. The Members Lounge earned media buzz through high-profile channels, including: The New York Time, The Today Show, Women’s Wear Daily, and WABC-TV Eyewitness News This Morning.