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AmEx Expands Social Retail Bona Fides with Twitter Campaign

American Express has launched a campaign, called “Tweet Your Way to Savings,” with the dual goal of promoting its brand by getting its users to Tweet about the deals, and inserting itself in the mobile point of sale (POS) payment process as deeply as possible.

To get the savings, the AmEx cardholder sign ins with Twitter. He or she can then tweet the current hashtag offers to receive the deal. These savings are automatically applied with the purchase. One current deal, Venture Beat writes, is from Whole Foods.

After the customer tweets the “#AmexWholeFoods” hashtag, she gets $20 back after spending $75 or more before April 30.

A Number of Initiatives

This Twitter campaign is one among a handful of growing social retail initiatives by American Express.

It partnered with foursquare to promote Small Business Saturday for the 2011 holiday season. Small Business Day is meant to encourage shoppers to buy at small, local businesses for the holiday season. Under the foursquare initiative, users who checked in with a participating business and spent more than $25 on their American Express card received a $25 credit on their statement.

Also in 2011, it unveiled a new social media offering that not only served up exclusive offers to its customer base but, as it does with Twitter, carved out a role for itself at the POS. Called Link, Like, Love, the platform gives card members personalized deals on Facebook based on their social graph. Merchants can tailor deals based on the cardholder’s likes, interests and friends. The coupons or discounts are then automatically applied when the customer pays with her AmEx card.

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