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May 2007
American Express, long considered the founder of cause-related marketing with its 1983 Statue of Liberty campaign, has announced a new project that combines cause-related marketing with the unique power of online community.
The initiative, called The Members Project enables American Express® Card holders to come together as a community by submitting and sharing their project ideas for making a positive impact in the world.
Card holders can rate and discuss the project ideas on message boards and will ultimately vote and choose one innovative winning idea that American Express will help bring to life with up to $5 million. The Members Project, which is a part of American Express’ new brand campaign, "Are You a Cardmember," highlights the value of being a card holder and part of the American Express Cardmember community.
"Through the unique experience of The Members Project, our community of Cardmembers is pulling together and collectively shaking up the world just a little bit to do some good," said Jud Linville, president of American Express Consumer Card Services Group.
Starting on May 15 through June 17, card holders can go to www.membersproject.com, register and submit their project ideas for making a broad positive impact in one of the following categories: Arts & Entertainment, Business & Finance, Education, Environment & Wildlife, Fun, Health & Fitness and Community Development. Card holders can also participate by rating or posting comments about project ideas already submitted.
For every card holder that registers, regardless of whether they come up with a project idea or just add their input on project ideas already submitted, American Express will contribute $1 toward the winning idea. American Express will commit at least $1 million and up to $5 million for the winning idea.
Once the project idea submission and rating phase closes, American Express will work with a special Advisory Panel to review the top-rated projects and narrow the submissions to the top 50 ideas. |
