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American Express Partners With Twitter to Enlist Consumers for a New Marketing Play
CNBC.com | March 07, 2012 | 10:39 AM EST

Just a few weeks after Twitter announced it’ll allow anyone to buy ads, starting with American Express small businesses, it's partnering with AmEx again, this time to turn everyday cardholders into marketers, in exchange for discounts.

American Express's Vice Chairman Ed Gilligan says the company is "turning Twitter content into commerce," but what it seems like is an entirely new way for marketers to enlist consumers to spread the word for them on twitter.

Here's how it works:

Am Ex Card members will go online to sync their card to Twitter. When they tweet out designated hash tags about special offers, like "#bucksatbestbuy" they get a discount or a credit for the participating store. And the discount or credit loads directly onto users' cards — they don't have to pull out a coupon code or remember to redeem the discount.

The list of participating companies is impressive and diverse — in addition to Best Buy , it includes McDonald's , Whole Foods Market, Zappos, H&M, Ticketmaster, and Dell . These are some of the nation's biggest advertisers. And now, thanks to American Express linking consumers cards to their Twitter accounts, they'll have access to more information not just about how they're spending, but how they're spending their time on Twitter.

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