I noticed an interesting thing on Digital Buzz, a famous marketing blog that Amrerican Express in trying hard to integrate with Social Networking System; and their first step is – Twitter.

The Digital Buzz’s article American Express: Sync. Tweet. Save. says that “American Express have launched an interesting play with Twitter which lets US card members turn customised Twitter hashtags into savings.”

Here’s the video:

As we know, American Express is a customer-driven company that provides tons of extra value to the card holders. It is widely used by so called “travelholic” and businessmen which they can get hotel rooms and flight seats upgraded for free during the trip. Now, American Express begins to draw attention on “public” users. Their new focus is SAVING. By using hashtags of a store and post it, you will get your money saved in your account next you shop at that store.

It is obvous that American Express is trying to attract new group of customers who do not earn as much as middle class and want to save money on fine goods. When we think of credit card, American Express is mainstream as well as Visa and MasterCard, but somehow it is not that mainstream: they charge higher annual fees, the rewards programs do not apeal so much to the publics, so on and so forth. In stead of keeping the renowned title of the symbol of the high class, they are trying to make a change during the economic downturn.

Still, it would be symbolic to the rich, but more and more people will feel that American Express is reachable.