American Express’ new Twitter Integration

By Liam Foy

American Express has integrated once again with Twitter. You may remember last month Twitter announced you could sign up to their self-serve ad platform, as long as you had an American Express account. Now, you are able to sync your American Express card with Twitter. You can get exclusive offers loaded directly to your card. Mike Dudas, who works on Google Wallet, was so impressed by the integration that he tweeted:

“AmEx digital marketing & promotions team is playing a different game than any other card networks or issuers. Brilliant…”

In order to redeem a deal, you send a tweet with a hashtag and the offer is loaded on to your account. A one-time registration process is required to connect your credit card account with your Twitter handle. For example, to load a WholeFoods offer onto your American Express card you would tweet using #AmexWholeFoods (see screenshot below):

As soon as you tweet with the specific # (hashtag) you receive an @mention confirming that the deal has been loaded to your card. The discount is applied once your American Express card has been swiped. Instead of a separate landing page to highlight the special offers, AMEX presents them as a list of favorites from the AMEX Twitter account. Each links back to the merchant’s Twitter account.

“American Express is turning Twitter content into commerce by connecting card members to merchants and delivering real world value to both,” AmEx vice chairman Ed Gilligan said in a statement.

There are however limitations to these deals, it appears that there is no way for companies to target a specific market or by location. The biggest problem for brands (from my perspective) is that you can’t limit to deals to it’s followers. This could become a major issue if you only want to reward your followers, and all of their friends see the deal and redeem it. Yes it may get more people in stores and using AMEX but where is the incentive to follow a brand if all you need to do is regularly check the American Express Favourite List?

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This post was written by Liam Foy

As Head of Client Services, Liam ensures that all of his clients’ strategies are on track, delivering ROI and coming up with new ideas to drive them forward. Beer makes him tick, reading, learning and drinking it.