Interactive TV is part of the new viewing paradigm that puts viewers in control. It doesn’t start with a marketing message conceived in a boardroom that’s then pushed to consumers. It begins with a person with passion…for sports, fashion, music, travel, etc. and positioning AMEX as the key to making it happen.

The AMEX channel did just that by treating viewers to entertaining content, establishing a relationship by creating value for viewers on ‘their terms.’ AMEX card and product information were placed within the programming schedule, subtly linking the brand with the parts of life that really drive them…rather than a straight sales pitch about a card.

The platform reaches 58 million people in the U.S., across Satellite, Cable, Telco, and Smart TV platforms, making it the largest Interactive TV campaign ever. The channel claims a larger linear footprint than premium cable networks like HBO, Showtime, and ESPN Classic.

In the first 5 months, the Interactive TV Channel was seen by over 5m viewers, with each visit lasting over 4 minutes on average.

After visiting the channel, viewers were 5X more likely to agree that AMEX is for ‘someone like me,’3x more likely to agree AMEX is ‘innovative and forward thinking,’ and 5x more likely to apply for a card.

The effort drove strong brand health results among viewers that engaged with the channel:

- 1.7x stronger Familiarity with AMEX benefits.

- 100% lift in Brand Affinity.

(Source: Phoenix Marketing International - Final Report: Post Wave 2 (Jan 2013)