American Express Introduces Social Capital To Digital Media Backchannels

American Express has discovered a way to get consumers actively involved and interested in their card. By integrating a Facebook tab on their Rewards interface, members are able to share special moments or items that they spend their points on. This "Social Currency" campaign is driven by the insight that consumers enjoy showing off their reward redemptions. However, bragging is not the only benefit for the user. By looking through other members point usage, users can get inspired and discover the many possibilities with their credit card points.

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