To create relevance with a socially aware, new target and tangibly demonstrate the “power of Membership,” we brought American Express Cardmembers together to dream up, and ultimately unite behind, one incredible idea. Amex would fund it with up to $5MM. To enable Cardmembers to express ideas and exchange opinions and allow Amex to capitalize on these conversations, we harnessed social and viral media in a way that turned active users into brand ambassadors, generating hundreds of thousands of dollars in free media. Over 1.5MM people experienced Members Project, establishing a strategic asset that lifted Amex’s Net Promoter Score over 85%.

By creating a website loaded with content catering to every type of tennis fan, American Express served up a crowd-pleasing experience throughout the 2007 US Open. Casual fans enjoyed a live highlights show, while devotees were treated to an original program featuring John McEnroe. The web content combined tennis insight with comedic rants for a unique interactive experience. Fans could watch "Dispute" online, or, for Cardmembers at the Open, via portable media devices.

Our approach generated enormous favorable publicity, equating to hundreds of thousands of dollars in free media coverage. Over 1590 sites linked to membersproject.com, and over 1.5 million people experienced the campaign, establishing a strategic asset that recast brand perceptions and generated an 85% lift in American Express' Net Promoter Score.