American Express is making some new endeavours towards an interactive branded channel.
The channel will be dedicated to all things Amex is now available in more than 50 million households around the country through five cable and satellite services: AT&T U-verse, Cablevision, DirecTV, Dish and Verizon FiOS. Now it will be accessible through Internet-connected TV sets sold by LG and Samsung.
The branded channel is offering viewers content that make up: video clips, offers, games and information about American Express cards and promotions like Small Business Saturday.
“At American Express, we are constantly using emerging technologies to create real value for our Cardmembers and give them more of what they love by delivering unique benefits to them,” said Lou Paskalis, Vice President of Global Media Content Development and Mobile Marketing, American Express. “The technology that we are pioneering along with our partners is the first step in fundamentally changing the way that audiences can discover, engage with and ultimately have access to the things they see on television. The integration of commerce enablement into the television and mobile experience creates multiple contextually relevant opportunities to provide exclusive or enhanced benefits to American Express Cardmembers in the comfort of their own living rooms and in the most convenient way for them.”
Details of the financial investment have not be released. However, American Express has labelled the investment “significant” and BrightLine described the campaign as “the largest interactive TV campaign ever.”
American Express is among the levels of e-marketers or what can be called “t-commerce.” The company this month declared a couple of agreements — one with Fox Broadcasting, the other with NBCUniversal and Zeebox — to enable viewers to use apps on mobile devices to buy products they see while they watch TV.
“BrightLine is part of a much larger strategy in the advanced-TV space,” said Lou Paskalis, vice president for global media, content development and mobile marketing at American Express, as the company tests initiatives on the “primary screen,” as in the TV set, and the second screen, as in a smartphone or tablet.
“The idea is that we can create new ways of engaging with our customers,” Mr. Paskalis said, “and delivering unique content.”
Jacqueline Corbelli, chairwoman and chief executive at BrightLine, announced that the “reach and duration” of the branded channel for American Express “goes above and beyond” that which has been introduced by any other company.
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