As the founding sponsor of the Tribeca Film Festival, American Express provides exclusive behind-the-scenes access each year via the web. The primary marketing objective is to reach New Yorkers and film buffs across the country to generate awareness and buzz around the brand.

Second, the site prompts card acquisition by offering exclusive cardmembers-only content. This year, the site is more robust than ever, with short films, trailers, ringtones, an interactive trivia game and an original made-for-web documentary.