Media & Entertainment

Amex Launches Pay By Tweet, Turns Purchases Into Adverts

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American Express has extended its Twitter sync feature to enable customers who have synced their Amex account information with Twitter to also pay for certain products by tweeting purchase hashtags.

Amex launched its original Twitter Sync feature last March — to allow customers get discount deals by tweeting offer hashtags. Now the card company has gone a step further by integrating payment into Twitter. Payments are made by tweeting a purchase hashtag, and retweeting the confirmation tweet from Amex within 15 minutes of receiving it. The product will then be shipped to the account billing address synced with Twitter, and payment taken from your synced Amex account.

The payment service is limited to participating merchants and products for now (and appears to be U.S.-only too) —  namely a limited number of American Express Gift Cards, and products from Amazon, Sony, Urban Zen and Xbox 360. The $25 American Express Gift Card was made available yesterday, at a discounted price of $15 and the hashtag #BuyAmexGiftCard25.

Other products that will be included in the Twitter sale are:

  • Amazon Kindle Fire HD: $149.99 plus tax.
  • Sony Action Cam & Waterproof Headband Mount: $179.99 plus tax.
  • Urban Zen Bracelet Designed by Donna Karan: $80.00 plus tax.
  • Xbox 360 4GB console with a 3-month Xbox LIVE Subscription and 2 game tokens: $179.99 plus tax.
  • Xbox Controller: $29.99 plus tax.

At the time of writing a Twitter search for the Amex Gift Card hashtag brings up plenty of results — underlining the fulsome marketing opportunities for Amex:

Twitter Amex

Amex said the remaining catalog of products available to buy via tweet will go on sale on Wednesday, February 13 at noon, EST. At that time it will release a full list of product #hashtags, storing them as “favorites” on the @AmericanExpress Twitter page so buyers can browse what’s on offer.

“Based on the initial success of Amex Sync for offers, we know there is significant power in combining our assets with Twitter’s platform to bring value to Cardmembers and merchants,” said Leslie Berland, Senior Vice President, Digital Partnerships and Development at American Express, in a statement.

Here’s Amex’s video explaining how its Twitter sync and payments feature works:

Amex’s release follows below.

American Express Syncs with Twitter to Unlock the Purchasing Power of the #HashtagCardmembers Can Now Tweet #Hashtags to Buy Products on Twitter

Specially-Priced American Express Gift Cards and Products from Amazon, Sony, Urban Zen and Xbox on Sale Starting this Week

New York, NY,  February 11, 2013 —

American Express today announces a new social commerce experience that turns Twitter #hashtags into purchases in a unique and seamless way. American Express Cardmembers who sync their eligible Cards at sync.americanexpress.com/twitter and tweet special #hashtags can buy American Express Gift Cards and products from Amazon, Sony, Urban Zen and Xbox 360. American Express’ proprietary Card Sync technology powers the experience. Card Sync first launched on Twitter last March to deliver couponless savings to Cardmembers who tweet special offer #hashtags from merchants.

The $25 American Express Gift Card can be purchased using a synced American Express Card starting today for only $15 by tweeting #BuyAmexGiftCard25 (quantities limited, offer expires 3/3/13, limit one per Cardmember). The remaining catalog of products goes on sale Wednesday, February 13 at noon, EST, when the full list of special product #hashtags will be released and highlighted as “favorites” on the@AmericanExpress Twitter page. Cardmembers can sync their Cards in advance by visiting sync.americanexpress.com/twitter.

“Based on the initial success of Amex Sync for offers, we know there is significant power in combining our assets with Twitter’s platform to bring value to Cardmembers and merchants,” said Leslie Berland, Senior Vice President, Digital Partnerships and Development at American Express. “Now, we’re leveraging our unique technology and closed-loop network to introduce a seamless solution that redefines what’s possible in the world of social commerce.”

How to Sync to Buy Products on Twitter:
American Express Cardmembers can sync their eligible Cards with Twitter to purchase products and access content, offers and more. Cardmembers already synced with Twitter for offers need to add a few more details, including their billing address, for product shipment.

To get started:

  • Sync your eligible Card at sync.americanexpress.com/twitter.
  • Cardmembers tweet special product #hashtags for the product they want to purchase with their synced Card.
  • Cardmembers then check their Twitter mentions in the @ Connect tab (https://twitter.com/i/connect) for a response from @AmexSync containing a confirmation #hashtag. Tweet the confirmation #hashtag within 15 minutes of the response from @AmexSync to confirm the purchase.
  • All products will be shipped to the Cardmember’s billing address via free 2-day shipping, courtesy of
    American Express.

Cardmembers can purchase the below specially-priced products beginning Wednesday, February 13 at noon EST, when the full list of product #hashtags will be released and highlighted as “favorites” on the @AmericanExpress Twitter page.

  • $25 American Express Gift Card: $15.00.
  • Amazon Kindle Fire HD: $149.99 plus tax.
  • Sony Action Cam & Waterproof Headband Mount: $179.99 plus tax.
  • Urban Zen Bracelet Designed by Donna Karan: $80.00 plus tax.
  • Xbox 360 4GB console with a 3-month Xbox LIVE Subscription and 2 game tokens: $179.99 plus tax.
  • Xbox Controller: $29.99 plus tax.

(quantities limited, offer expires 3/3/13 or until sold out).

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/americanexpresstwitter.com/americanexpress, andyoutube.com/americanexpress.

Key links to products and services: charge and credit cardsbusiness credit cards,travel servicesgift cardsprepaid cardsmerchant servicesbusiness travel, andcorporate card.

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