Amex Takes Mobile to Another Level

It’s no secret that people are “addicted” to their smartphones, and that mobile advertising has eclipsed many traditional ad forms as a way to reach consumers. American Express believed the “quality and content” of ads was “not keeping pace,” resulting in a partnership with Zumobi that began in 2012. 

Zumobi offers “the very best mobile apps and advertising experiences through an array of advanced platforms for media companies.” The company’s mobile campaigns have aimed to “shake up the mobile platform norm,” and create wondrous experiences for smartphone users customized to interests and spending habits. This was accomplished via social media, video, and user-generated content. Campaigns also created “tailored timelines” of images for each user, who may also put together personalized panoramas geared towards interests such as dining, electronics, shopping, and travel. 

“We are thrilled to be tapping into Zumobi’s incredible creativity and expertise in developing innovative mobile ads that make full use of smartphones’ native capabilities across their Brand Integration (ZBi) ad platform,” Louis Paskalis, Vice President of Global Media, Content Development and Mobile Marketing, American Express, remarked at the time of the partnership.  “They are enabling us to truly bring The Membership Effect campaign to life by creating a highly interactive and personalized brand experience for card members.”

Zumobi CEO Ken Willner also noted that “this campaign is really about creating personalized and meaningful connections between American Express and its card members.”

Another appealing aspect of the AMEX-Zumobi partnership is providing cardholders with exclusive discounts and deals to restaurants and retail stores when they sync their cards with their Twitter, Facebook or Foursquare accounts. The companies elected comedian Aziz Ansari to star in their television ads, which likely enticed young people. 

American Express made a smart decision by harnessing the power of mobile ads and offering members the chance to enjoy even more discounts and opportunities when using their cards on mobile platforms. Marketing Land predicted a mobile advertising spike of between $2.5 and $3.0 billion dollars in 2012, and that number has only increased.

AMEX, Zumobi and similar companies continue to find new ways of attracting consumers through mobile means, something that will undoubtedly reap serious rewards. If in doubt, simply look around—how many people are immersed in their smartphones? Phones are no longer simply for calling and texting; smartphone use now shapes how consumers shop and how credit card companies, retailers, and other businesses appeal to their target audiences.