In one of the boldest steps towards digital wallets, American Express' new social commerce products asks it's cardmembers to allow Amex to pull their data from Facebook, in exchange for offers and discounts. When a cardmember likes something on Facebook it will feedinto a secure cardmember profile that will spit out relvant offers that can be redeemed by using your american express card. This is a great idea and superb use of the social graph. Could this be the brand that gives facebook places life?
For many marketers, the big question is will cardmembers surrender their data for offers? Amex and their social platforms will be a brand to watch as they have alwaysed used data to enrich a cardmember's expereince through their closed network of merchants.