American Express introduces Zync card via mobile ads
American Express is targeting a new generation of card members by promoting the Zync card via banner ads found on mobile applications and optimized sites.
The company expressed interested in individuals in their 20s and 30s and adds flexibility to select bundles of rewards and benefits called “packs” that are chosen for specific lifestyle interests and spending habits. These categories are music, fashion, food and travel.
“In the spectrum of mobile devices, smartphones and tablets represent the strongest opportunity for luxury brands, as compared to feature phones,” said Elena Perez, director of marketing for Medialets, New York.
“In addition to enabling connection with the more affluent audience, smartphones and tablets give brands the opportunity to build deep, rich experiences that mirror the quality of luxury brands,” she said.
American Express did not respond by press deadline.
Ms. Perez is not affiliated with American Express, but agreed to comment as a third-party expert on banner ads.
The Zync banner ad has an image of the card with the tagline “Meet Zync.”
When consumers click on the ad, it opens with a jaunty melody with an explanation about the card.
By emphasizing travel, food, the environment, fashion and art, American Express is trying to reach a younger generation of cardmembers who may have previously thought that the company was just for their parents, per the brand.
The short video ends with four options in which to interact with Zinc.
Consumers can click on the “Zync Mix,” which features songs from bands such as Andrew Bird, the Antlers and Passion Pit that can be downloaded or streamed via the site.
These bands are listened to widely by Zync’s target group.
Consumers can also opt to watch Zync television commercials that feature the above musicians.
Clicking on the picture of the Zync card enables Gen Y members to learn more about it by picking “packs.”
Consumers can choose up to four music, fashion, travel and food packages in which to receive American Express points and special benefits.
There is also a section to contact American Express and apply for the card.