Our multi-media plan had impactful TV levels, engaging Print, and playful Tablet executions that helped consumers discover and share reward possibilities. Most importantly, we developed effective social ignitions that enabled Cardmembers to share what they love about AMEX rewards and tell their “social currency” story.We launched a "share" button on Amex.com and Amazon.com, marking an advertiser first. It allowed evangelists to share what they redeemed for and why with one click of a button. We collected these tweets and distributed them through a paid “Tweet feed” unit that ran on sites like Huffington Post. By putting earned media into paid, we generated over 300 million positive impressions for the brand.After asking consumers what they redeemed for, we developed a social promotion built on wish fulfillment. “Million Points a Day” awarded one million membership rewards points a day for 17 days, stimulating positive commentary and conversation about AMEX rewards.

Business•1.1 million Customers and Prospects arrived at the campaign microsite (3x higher than previous campaign)•611m points redeemed through a custom campaign microsite•5% lift in redemptions vs 2011 time period (billions of incremental points burned)•Highest card approval rate in historyBrand•Campaign generated over 250MM earned impressions via PR, Facebook likes, shares and commentsoAdded 1.7m Facebook fans during campaign: 325,000 to 2moGenerated 85,000 tweets and shares over six-month periodoMillion Points a Day generated roughly 100,000 contest submissions, 60% sharing the fact they submitted