American Express Launches the Largest Ever Interactive TV Advertising Campaign

  American Express Launches the Largest Ever Interactive TV Advertising

           New Branded Channel will serve as “Always On” Brand Hub

Business Wire

NEW YORK -- November 21, 2012

American Express and BrightLine announced today the rollout of the largest
Interactive TV campaign ever executed, including an “always-on”, unified
destination point that can be accessed by multiple cable and satellite
providers. The AMEX Channel will enable American Express Cardmembers and
prospects to have an interactive on-demand viewing experience that matches
consumers’ evolving TV viewing behaviors.

The nationwide interactive TV channel will reach more than 50 million
households in the United States. Viewers can access it through various
gateways including clickable overlays that will air alongside some American
Express commercials, dedicated channel positions, channel guide listings,
interactive banners and more.The AMEX Channel has been designed to function
as an evolving resource for Cardmembers and prospects by enabling them to
visually explore the American Express experience via shared member stories,
games, special offers and more on the big screen.The channel will have a
consistent presence and frequently update to keep the American Express
community informed, entertained and connected.

“As technology advances at an unprecedented rate and consumer expectations
rapidly evolve as a result, businesses must adapt,” said Lou Paskalis, Vice
President of Global Media Content Development and Mobile Marketing, American
Express. “At American Express, we strive to be at the forefront of that
transition by delivering opportunities and services to our current and future
customers. This era of continuous digital innovation has allowed us to create
a versatile platform to engage audiences in new and exciting ways. The AMEX
Channel will deliver for us an ‘always on’ means for showcasing our services,
within the television medium, shortening the pathway from discovery to
engagement. We are pleased to be working with BrightLine in this initiative
and appreciate the dedication that they and our communications planning
agency, Mindshare, have exhibited in helping us to achieve our vision in the
advanced television space.”

“The interactive TV experience will allow viewers to explore the benefits of
membership, discover what cards are right for them, play games, find out what
is new from American Express and watch original content. The experience is
designed to connect with viewers in all the ways we know they now use their
remote control and it represents a leap forward in TV advertising,”said
Jacqueline Corbelli, Founder, Chairman and CEO, BrightLine.

About American Express®

American Express is a global services company, providing customers with access
to products, insights and experiences that enrich lives and help build
business success. Learn more at and connect with us on,,,, and

Key links to products and services:charge and credit cards, business credit
cards, travel services, gift cards, prepaid cards, merchant services, business
travel, and corporate card.

About BrightLine

BrightLine is the leading provider of interactive television solutions for
entertainment and advertising. BrightLine creates experiences that transform
passive televised advertising or programming into dynamic, viewer-driven brand
interactions that generate superior consumer involvement and ROI.BrightLine’s
proprietary iQ™ software suite aggregates consumer behavior trends and
historical program results to inform the design implementation of integrated,
data-driven advertising and programmatic experiences.

BrightLine has become the industry standard and currently delivers interactive
advertising to over 225 million television sets across the United States.
BrightLine’s platform agnostic In-Television™ solutions have launched on
cable, satellite and telco TV providers, connected televisions, game consoles,
mobile phones and tablets. BrightLine's work has also reached over 20
countries around the globe. BrightLine has designed and executed nearly 500
interactive television solutions for top marketers including but not limited
to, American Express. To learn more about how BrightLine is revolutionizing
television advertising, please visit


James Pearson, 646-390-0083
Director of Corporate Communications
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