AmEx launches deals platform on Facebook

NEW YORK: American Express recently launched a Facebook app called "Link, Like, Love," that delivers deals to card members based on their Facebook interests, likes and social connections.

NEW YORK: American Express recently launched a Facebook app called "Link, Like, Love" that delivers deals to card members based on their Facebook interests, likes, and social connections.

The new app is part of AmEx's continuing efforts to further connect with consumers through online, mobile and social channels. In addition to delivering deals based on users' Facebooks interests, the program also harnesses the interests and likes of their friends.

Card members can link their Amex cards to the program and choose their favorite deals through the AmEx Facebook page. Similar to the targeted deals platform the company recently launched through a partnership with Foursquare, the platform is built on AmEx's Smart Offer APIs, so consumers do not need to print or display coupons at the point of purchase. AmEx sends statement credits directly to consumers as they shop.

“We're able to bring merchants and card members closer together by serving up coupon-less, personalized deals and offers,” said Shari Forman, director of online communications and social media at AmEx.

Forman added that the company chose to extend its Smart Offer APIs to Facebook because the social network is one of its key marketing platforms and channels for connecting with consumers. AmEx was also interested in creating a unique social graph-based experience for card members and merchants.

“As we strive to bring merchants and card members closer together, we feel that the richness of information that users share on Facebook helps with the personalization,” Forman said.

A number of merchants are currently participating, including Whole Foods Market, Dunkin' Donuts, Twentieth Century Fox, Lord & Taylor, Bonefish Grill, Virgin America, H&M, Westin Hotels & Resorts, Sports Authority, and Travelocity.

In the coming months, AmEx plans to add additional merchants as well as expand the application to include Membership Rewards points offers, exclusive content, entertainment access, and events.

"[AmEx's] consumer and merchant initiative takes advantage of the power of the social graph to create value for people and drive meaningful business results,” said David Fischer, VP of advertising and global operations at Facebook, in a statement.

AmEx is promoting “Link, Like, Love” on various social media channels, including Facebook and Twitter; as well as through broadcast, print, and online media relations. Additionally, many of the participating merchants and partners are using their social media networks to talk about the platform.

In the future, AmEx plans to continue driving adoption of the Smart Offer APIs technology to other platforms relevant to its card member and merchant network.

“There's more to come from American Express in the digital arena as we continue to deliver value to both our card members and merchants,” Forman added.

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