Mobile Commerce Insider Featured Article

February 13, 2013

Hashtags Turn to Cash in New Social Commerce Experience by American Express

American Express is taking advantage of the popular Twitter “Hashtag” (#) and unifying social media and online commerce in a completely new way.

This is how it works: first, American Express Cardmembers sync their eligible cards at sync.americanexpress.com/twitter. Next, the user tweets special Hashtags that will enable them to buy American Express gift cards and various products from online retailers, including Amazon, Sony, Urban Zen and Xbox 360.

Turning tweets into cash is certainly not a new idea, but American Express is altering the practice in an innovative way that has not been done before.

“We know there is significant power in combining our assets with Twitter’s platform,” said American Express’ senior vice president of digital partnerships and development, Leslie Berland. “Now, we’re leveraging our unique technology and closed-loop network to introduce a seamless solution that redefines what’s possible in the world of social commerce.”

This is also not the first time American Express has used “syncing” to offer deals to Cardmembers. In fact, this new Hashtag program was based on the success American Express has seen with its Card Sync technology, which is also linked with Facebook and FourSquare.

Currently, American Express is offering a $25 American Express gift card to synced Cardmembers at the discounted price of $15, for those who tweet #BuyAmexGiftCard25. The offer expires on March 3, unless the cards sell out beforehand, as the quantity is limited.

Other products currently available via the new tweet-to-buy feature include an Amazon Kindle Fire HD for $149.99, a Sony Action Cam & Waterproof Headband Mount for $179.9, an Urban Zen Bracelet designed by Donna Karen for $80.00, and two offerings from Xbox: the company’s Xbox 360 4GB console (with a three-month Xbox LIVE subscription and two game tokens included) for $179.99, and an Xbox Controller for $29.99.

To stay updated on the company’s Hashtag-powered offerings, follow American Express on Twitter, or visit its website.




Edited by Braden Becker




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