Greg Verdino: An Amex card and a $5 million dream

I don't normally blog about Digitas work and, truth be told, I've been holding off on writing about this for that very reason-- but this program gets too many things right for me to not say something about it. I'm talking about Members Project from American Express.

Here's the scoop [feed readers and email subscribers, click through for the video.]

I know I'm biased, but I think Members Project represents next level social media marketing -- it proves that brands can leverage social media to both give and get. It taps into American Express's existing (if loose knit) community, gives Cardmembers plenty of ways to participate, and provides a platform whereby American Express and its customers can collaborate for the greater good. Yet for the ROI junkies among us, it's on-brand, may drive new Card acquisitions (fingers crossed) as non-Cardmembers apply in order to champion or support their favorite projects, and might even drive inceased usage by better connecting existing Cardmembers with the Amex brand.

I'd love you hear what you think - so drop a comment. If you like the program, consider blogging about it at your own site. But most importantly, if you're a Cardmember get involved.

Perspectives from other bloggers: MP DailyFix, B.L. Ochman, Random Culture, Chroma, Thoughts Illustrated, Do Well & Do Good.

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About

Greg Verdino is a futurist, marketer, writer and speaker who works as Chief Strategy Officer at marketing consultancy crayon LLC. His first book, microMARKETING, is due from McGraw-Hill in summer 2010. This blog looks at trends in media and marketing, as these industries grapple with the changes being brought on by disruptive technologies, new business imperatives and the rise of the empowered consumer.

July 2009