American Express found another way to convert social media to cardholder transactions at the SXSW conference using the still-private Smart Offer API. Amex’s “Sync. Tweet. Save.” social marketing promotion positions the credit card for the social media generation beyond membership points.
The Smart Offer API provided detailed reporting to merchants about spending behavior of customers during the SXSW conference. American Express Cardholders were able to link eligible cards to Twitter via sync.americanexpress.com. When they tweet special offer hashtags, savings load onto their cards without the use of a coupon. Savings statements from online and in-store purchases at qualifying merchants are then delivered within days.
“We know our cardmembers are engaged in Twitter. We’ve been working with them to think about how can we help them move from conversations to commerce. To turn a tweet into a transaction,” American Express’ Ed Gilligan said.
Participating brands include Best Buy, McDonald’s, Whole Foods Market, 1-800-FLOWERS.COM, Century 21, The Cheesecake Factory, Dell, FedEx Office, FTD, Gulf, H&M, Seamless.com, Sports Authority, Ticketmaster, Virgin America and Zappos.
“AmEx has finally developed a way to demonstrate a tweet’s ROI — and not just in terms of commerce. The deals will also have a benefit on Twitter, leading to “more trending topics, more followers, and more conversations,” American Express’ Leslie Berland told Fast Company.
This is not the first time American Express has found a way to use an API to connect with social media, last year we saw them use the Foursquare API to offer savings when cardholders check-in. This will probably not be the last time we see Amex get creative with APIs.