The Membership Effect campaign leverages Zumobi’s Brand Integration Platform (ZBi) to combine Video, User Generated Content, and Social Media on Smartphones
SEATTLE, WA – June 5, 2012 – Today, American Express (NYSE: AXP) announced that it is working with Zumobi, a leading mobile media company, as part of its recently launched Membership Effect advertising campaign. This breakthrough mobile campaign leverages the advanced social features of Zumobi’s Brand Integration (ZBi) platform, creating rich experiences for smartphone users personalized to their interests and spending habits. The customized mobile ad experience presents an app within an app experience incorporating high-quality video, user generated content, and social media integration, while educating the consumer about the Membership Effect from American Express.
The mobile ad campaign utilizes ZBi’s in-ad Photo UGC capabilities to create a tailored timeline of images customized to each user. Based on responses to a set of interactive prompts in the experience, users create a personalized panorama that is tailored to their interests in shopping, dining, electronics or travel. From the ad experience, American Express® Cardmembers who sync their eligible American Express Card with their Facebook, Twitter or Foursquare accounts at Sync.AmericanExpress.com can unlock exclusive savings at select restaurants and retailers. The campaign’s rich media experience is the first of its kind and offers American Express a revolutionary way to connect and engage with Cardmembers on mobile devices.
“The American Express social commerce platform has afforded us the ability to deliver enhanced value to our Cardmembers and merchant partners. Incorporating the great deals and offers available on that platform into our mobile servicing app, is a logical next step for us that brings buyers and sellers closer together,” said Louis Paskalis, Vice President of Global Media, Content Development and Mobile Marketing, American Express. “We are thrilled to be tapping into Zumobi’s incredible creativity and expertise in developing innovative mobile ads that make full use of smart phones’ native capabilities across their Brand Integration (ZBi) ad platform. They are enabling us to truly bring The Membership Effect campaign to life by creating a highly interactive and personalized brand experience for Cardmembers.”
Zumobi built their ZBi platform on the belief that mobile brand advertising is all about engagement, participation and deep integration with social media.
“We are thrilled that American Express chose the Zumobi Brand Integration (ZBi) platform to extend the Membership Effect campaign to mobile,” said Ken Willner, CEO of Zumobi. “This campaign is really about creating personalized and meaningful connections between American Express and its Cardmembers and we’re delighted that, through ZBi, we could enable that experience in such an organic way.”
About American Express American Express is a global services company, providing customers with access to products, insights and experiences that enrich lives and build business success. Learn more at americanexpress.com and connect with us on facebook.com/americanexpress, foursquare.com/americanexpress, linkedin.com/companies/american-express, twitter.com/americanexpress, and youtube.com/americanexpress.
About Zumobi Zumobi is a leading mobile media company that partners with top media brands to publish applications and provide integrated advertising experiences on next-generation smartphones and connected devices. Zumobi’s portfolio of applications comprise The Zumobi Network, a premium mobile app network that offers brand advertisers a high-quality, transparent and brand safe environment to showcase their brands and engage with their audiences. Through Zumobi’s Brand Integration (ZBi) rich media ad platform, the company enables leading advertisers to truly connect with consumers in a way that is highly immersive, yet organic to the app experience. To learn more, visit www.zumobi.com or follow Zumobi on Twitter @Zumobi.