American Express Sparks Instant Social Connections - Event Marketer

American Express Sparks Instant Social Connections

DB_Amex_2011 ETA
Brand: AMERICAN EXPRESS
Agency: MOMENTUM POKEN
Awards: EVENT TECHNOLOGY AWARDS — BEST USE OF HANDHELD TECHNOLOGY
Year: 2011

Business cards are so 2010. Welcome to the age of the Connector—a quarter-sized digital networking device that utilizes NFC (Near Field Communication) technology and allows for instant “social business card” exchange among users. The tiny device inspires event attendees to network and digitally exchange contact information by simply tapping one device to the next.

American Express OPEN this year showcased the OPEN Connector at its New York Times Small Business Summit in New York City, a one-day conference for small business owners that included roundtable discussions, social media experts, an OPEN Café & Lounge, OPEN Forum Studio and a “Speed Networking” breakout session. Once attendees registered at the event, they were given a complimentary OPEN Connector and were directed to Connector kiosks throughout the venue.

Team members in t-shirts that read “Let me help you spark connections” helped attendees activate their devices, take a picture for their personal profile and answer any questions about how to use their OPEN Connector. Post event, the attendee could then go online to an OPEN-branded portal and view a social timeline of everyone they met, access all their contact info and instantly connect on LinkedIn, Facebook and other social networks.

The Connector also enabled Amex to extract all the real-time data exchanged among attendees. Amex sold out the event for the first time in six years and 63 percent of attendees registered their OPEN Connector on-site, an very strong adoption rate for a brand new technology. Looks like Amex is “open” for business.

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