American Express Launches Tweet Commerce

Social commerce is typically Facebook’s domain but American Express is changing that: as of this week, card members can link their Twitter accounts with their charge accounts and tweet specified hashtags to buy products.

American Express Twitter

On Monday this week, opted-in card members were offered a $25 Amex gift card for $15. On Wednesday more products were added, including a $149 Amazon Kindle, a $179 Sony Action Cam and a $179 Xbox 360. These products will be on sale until March 3, if they’re not out sold out by then.

How does it work? Each product has its own hashtag, and is promoted on Amex’s Twitter page. After opted-in users tweet one of these hashtags, they get an automated response to their Twitter account with a confirmation code. They then have have 15 minutes to tweet said code, and once they do, Amex will process the transaction and send the product via free two-day shipping.

American Express is promoting the program using Twitter ads, Promoted Tweets and Promoted Trends, as well as emails to card members and messaging on its own site.

EVOLUTION OF SOCIAL

A move from static content to video interaction, text to picture, desktop to mobile and ever increasing scale offers new opportunities for consumers and marketers

“2013 will be the year of The Drop. We will drop social from social media as all media is social; we will drop digital and mobile from digital & mobile marketing as all marketing is digital and mobile … we are entering an era of integration and simplification as people want coherence, impact, joy, and help from people running brands”
– Jim Stengel

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