AMEX campaign shows rewards points are social currency


American Express’ latest integrated campaign launched 3/17 shows the possibilities that exist within its Membership Rewards program, with a focus on demonstrating how points are a “Social Currency” that when redeemed help Cardmembers connect to the people, experiences and things they love. The campaign – under the company’s tagline “Realize the Potential” – started with a print ad in the Wall Street Journal. On 3/18, print will include national newspapers and magazine s, including The New York Times, Entertainment Weekly, Vanity Fair, ESPN and The New Yorker.

Television will air on major broadcast and cable stations such as NBC, ABC, CBS, FOX, CNN, Bravo and OWN in April. Digital will coincide with the launch of TV and include Hulu, Blip.TV and BrightRoll, as well as iPad ad for Vanity Fair, Marie Claire and Esquire.

What about the “Social Currency” aspect?
Coinciding the launch is a new dedicated tab for Membership Rewards on the AMEX Facebook page. On that tab, Cardmembers can share with their communities what items or experiences they have redeemed Membership Rewards points for and take advantage of special weekly offers.

The initial print ads introduce Membership Rewards points as a “Social Currency” by using simple illustrations to show how points can be used for experiences on both ends of the social and digital spectrum – from going to the movies with friends, to downloading a movie to a smartphone. Subsequent television will use typical scenes from the social networking space and relate them with real world examples of how Membership Rewards points can be used.