American Express has added Twitter integration to their Sync program, which ties offers to other social media platforms such as Facebook and Foursquare.
The Twitter integration encourages users to mention the brand, product or a specific hashtag in order to earn coupons, which are loaded directly into card accounts and can be redeemed by simply using the card at the appropriate store.
This program effectively taps into how Twitter is used, much as the Facebook and Foursquare integrations are unique constructions that take advantage of the platform in question.
The Facebook integration leverages personal information to offer users deals targeted at their tastes while the Foursquare integration drives in-store traffic and awards deals based on geo-location information.
Implications: Drive social conversations by offering your target deals in exchange for their attention.