" Another highly successful mobile application has been that of American Express' Android version of its free mobile app, which has had more than 1 million views since 2011. The mobile apps are free as are the apps that AE has implemented via social media (ibid.)

Conclusion

The American Express (AE) Credit Card Company markets itself in various ways. Savvy with its promotional and publicity performance, it has put together a variety of tools -- some of them innovative -- that it uses for its own promotional ends. These include extensive featuring of celebrities, innovative media campaigns, cause activity promotional ends, innovative use of social media, as well as mobile usage.

Implemented in an innovative way, many of their campaigns have gone viral. American Express too is seen as a highly sustainable company. This has served to boost its reputation. In the end, AE has seen leverage of its cards, that includes its credit card, charge card, and traveler's cheque businesses -- rise.

Sources

CNN Money...

http://money.cnn.com/magazines/fortune/mostadmired/2011/full_list/
Facebook Members Project from American Express

http://www.facebook.com/membersproject

Gillin, Stephen (September 7, 2011) Altruism drives AmEx small-business strategy http://www.btobonline.com/article/20110907/SOCIAL05/309079998/altruism-drives-amex-small-business-strategy#seenit

Lies, B. (2012) Save Money by Sending a Tweet? Really? Digital Burrito. http://psudigitalburrito.wordpress.com/)

Schmader, SW & Jackson, RJ (1997) Special Events: Inside and Out, Sagamore, USA

Skowronski, J (February 03, 2012) the Social Swipe: How Credit Cards Are Using Social Media http://www.mainstreet.com/article/moneyinvesting/credit/debt/plastic-parties-how-credit-cards-are-going-social?page=2

Tsirulnik, (Nov. 16, 2010) American Express promotes Cashback credit card introductory offer via app. Mobile Marketer.

http://www.mobilemarketer.com/cms/news/gaming/8131.html