We let Prospects act like Card Members by putting membership in digital wallets.

Heading into the 3rd year of American Express Member Week, there was a strong desire to explore how the best week to be a member could also become the best week to BECOME a member.  Our charge was to flip the perceptions of gated exclusivity on their head and find a way to invite prospective members to not just learn about becoming a member - but act like a member. 

The solution: allow anyone to put a taste of membership in their (digital) wallets. Using native technology, we were able to serve curated invitations to participate in experiences across the US to Card Members and those who wish they were.

Being an Amex Card Member has its privileges, but it’s hard for people who aren’t members to know whether it’s right for them when they’re only ever on the outside looking in. So for Member Week this year, we traded exclusive for inclusive, by putting an Amex Membership in over 200,000 (digital) wallets across the US. How did we do it? The Member Week Pass. A ticket to live like a member for one unforgettable week. That turned digital wallets into our largest real-time comms channel, ensuring they never missed a moment.