Situation:
Traditionally, American Express customers only received reward points for shopping. Now, American Express customers in Israel have the added benefit of the company’s new reward program for fan engagement on its Facebook page. For each engagement at the American Express Facebook page, fans automatically gain points that can be transformed into gifts.
Strategy:
As a component of the company’s strategy for customer engagement through social media, American Express in Israel launched a special spot via its Facebook fan page for engaging and rewarding fans. The new reward program utilizes social media engagement and management technology from FanGager, a social CRM platform that unlocks brands fans potential. Such engagement activities with FanGager includes organizing a focus group that appoints fans as managers of a virtual board meeting, rewarding the community based on its recommendations. In addition, American Express Israel also utilizes trivia games, surveys, registration for American Express services, a card computability test and other soon to be launched activities to inspire a greater depth of Facebook fan engagement.
For each engagement at the American Express Facebook page, fans automatically gain points that can be transformed into gifts, such as a trip to Barcelona, breakfast coupons, and gift stubs for different consumer brands.
Results:
The launch of the expanded American Express Israel Facebook page marks the first time a credit card brand has rewarded fan engagement through virtual currency and real world gifts. As a result, the number of fans at the American Express Facebook page increased by 36% and the activity rate multiplied by 5X.
According to Irit Batat, American Express Israel VP Marketing and Business Development, “We have always believed in granting deep value to our loyal customers. With the FanGager technology we can activate the same strategy on Facebook for social engagements that gives the American Express brand a real value.”
For additional information on FanGager’s work with American Express, watch this video:
