To develop a unique, web-based experience to engage cardmembers and prospects to learn more about the benefits of the American Express Card using Jerry Seinfeld.

This experience should allow AmEx to measure different success metrics including but not limited to the PR potential of Jerry Seinfeld, number of viewers, engagement level of viewers and application intent. Also, to limit the financial risk on AmEx’s behalf, it would use media channels in New York to drive awareness of the content and traffic to the American Express website.

Create two five minute 'webisodes' featuring Seinfeld and his sidekick Superman available only on the AmEx website, to engage and entertain the viewer. Since paid media was only affordable for the NY market, national PR would have to do the heavy lifting to drive traffic to the site. A high impact PR plan … press event in Times Square featuring Seinfeld and Barry Levinson, pre-planned Today Show appearance featuring Seinfeld and Superman. Paid media utilised local television and non-traditional elements, (poly-bagged newspapers, postcards and LidRocks, a new distribution channel that places DVDs on soda lids sold at movie theatres).

In just two weeks, over 1.5 million visitors logged on, exceeding both AmEx norms and forecast. Of the 1.5m visitors, 7.6% clicked-through compared to 3% forecast. Roughly 150K email addresses were captured (vs, 40K forecast) providing opportunities to further nurture a relationship with the Brand. John Hayes, CMO at American Express, expressed extreme gratitude for this integrated effort that he said has far exceeded his expectations. AmEx was able to secure stories on the Today Show, Access Hollywood, Daily Show with Jon Stewart and CNN – adding up to over $5m of media value, with no financial commitment from AmEx.