American Express campaign taps social media gift sharing

11/29/2011 | MediaPost Communications

Gift giving and gift sharing via social media are part of American Express' new campaign to promote itself in digital shopping. When users buy from a retailer using AmEx and spend at least $25, they receive small gifts -- such as Dunkin' Donuts coffee or Godiva chocolate -- that they can then share with as many as three friends on Facebook. "It's so important for us to go where our cardmembers and merchants are, and that Facebook really resonates," says Kathleen King, American Express vice president for strategic merchant marketing.

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