09 Sep

American Express OPEN Plum Card Introduction – Another Memorable Event

Only 10,000 American Express Plum cards availableHave you ever noticed that companies tend to have certain things they are really good at, just like people?

Call it core competency or shared organizational memory — whatever the term, it makes all the difference.

A case in point is American Express OPEN. American Express OPEN is a company that does big events well.  I’ve been to four events involving American Express now (thank you very much, Amex!). Each one has been choreographed with elements of suspense, drama and big excitement. 

American Express OPEN’s announcement of their new Plum Card at the Inc 500 awards event is the latest example.  

In less deft hands the introduction of a new credit card product might have seemed ho-hum. Instead, every element, large and small, made it exciting and memorable. You felt like you were at a cultural happening, instead of the launch of a credit card.  I describe how they choreographed the Plum Card announcement over at Small Business Trends

Even the Plum Card website has suspense and excitement from a sense of exclusivity, especially the part about just “10,000 initial cards remaining” …. 

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  1. EJMalyn said on September 10th, 2007 at 9:12 pm

    Checked out their site and found it to be very exciting and the suspense was there…that alone is a real big PLUS. Great job AMEX!!!

    Reply
  2. Chris said on September 11th, 2007 at 12:48 pm

    It always amazes me when companies are able to create an enthusiastic “buzz” about something that would otherwise be a rather mundane event. And I noticed here that part of the excitement seems to be regarding a “sensory overload” so-to-speak. They aren’t just talking about it. They are already exposing you to it – everywhere – and in large volumns. For instance, when you visit the site, hundreds of these cards appear and the color schemes are in line with the theme. It’s all plum – and it’s all cards. Really does get you involved.

    Reply
  3. kellyp said on January 23rd, 2008 at 7:59 pm

    I am not even a financially suave individual and this silly 10,000 thing stood out to me like a sore thumb. How dumb are people?

    Reply
  4. Plum Card said on June 26th, 2008 at 10:40 am

    @KellyP But it offers 2% back on all purchases, that is pretty sweet.

    Reply
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