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Special Project

Special Project
From the 6th Annual Shorty Awards

#Sold! Tweet to Buy from American Express

Entered in Financial Services


Wouldn’t it be great if you could buy something by sending a tweet? On February 11, 2013 American Express brought this capability to life – by leveraging the power of the #hashtag. Tweet to Buy was a first-of-its-kind social commerce experience that turned Twitter #hashtags into purchases. American Express Card Members were able to tweet special #hashtags to purchase not only American Express Gift Cards but also in-demand products like the Amazon Kindle Fire HD, Xbox 360, Sony Action Cam and more, for a fraction of the normal price. At launch, a limited quantity of $25 American Express Gift Cards was available for $15 by tweeting #BuyAmexGiftCard25, driving initial interest in the campaign and a Twitter #hashtag frenzy that trended to #1 on the platform. The remaining catalog of products, with corresponding hashtags, was released on February 13. The campaign built off the initial success of Amex Sync with Twitter, which allows Card Members to get couponless savings from merchants by loading offers to an American Express Card connected to their Twitter account, all of which is powered by American Express’ proprietary Card Sync technology. Tweet to Buy further extends the promise of social commerce, introducing a seamless solution that brings value to both consumers and merchants. Amex Sync with Twitter demo video: to Buy is truly a leap forward in connecting social media to commerce. For consumers, it’s an entirely new, fun way to shop on a platform they’re already using every day; while for merchants, it’s a new social commerce solution backed by the scale and marketing muscle that only American Express can provide. For Twitter, it’s a new proof point for brand utility on the platform, adding the ability to make a direct sale. American Express’ proprietary Card Sync technology brings scale, simplicity, and seamless experience to social commerce. For Card Members, it’s as simple as connecting an eligible Amex Card and tweeting a #hashtag to buy a product. American Express handles the backend payment and fulfillment by leveraging its direct relationship with the merchants. And the experience is backed by the safety, security, and service that consumers expect from American Express. The power of Tweet to Buy on Twitter spoke for itself – the #BuyAmexGiftCard25 offer sold out in just 12 hours and was the top trending hashtag on Twitter. More than 500 TV segments captured the launch in addition to 200+ key print and online media outlets. Tweet to Buy and Amex Sync are also unique in the promise of what’s to come. American Express continues to refine and iterate offers to ensure the most powerful consumer and merchant experience – and the learnings from this launch have informed American Express in its future steps to make commerce fun, social and valuable.

Strategy and Execution



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