American Express and Foursquare have extended their relationship into the United Kingdom, in an initiative that involves retail and restaurant partners Tesco, Primark, House of Fraser, Strada, Bella Italia, PizzaExpress, Eat, and others. If consumers sync up their Amex card with the Foursquare smart phone app, they can reveive either a £10 or £5 credit rebate, depending on the brand.
For the geo-social company, the commercial move appears to represent the fruit of its first hire in the country last fall, when Foursquare brought aboard Omid Ashtari as U.K. business development director. The New York-based tech brand, which claims 20 million users worldwide, said its U.K. audience is 70 percent bigger than it was at this time a year ago.
And with the London Olympics coming, the U.K. could be one of the more interesting countries this summer for Foursquare. It's already running a check-ins special with the International Olympics Committee to offer the chance of winning tickets to the prestigious sporting event.
For Amex, the effort builds on its "Link > Like > Love" campaign that runs not only on Foursquare but also Facebook and Twitter. The New York-based credit giant is obviously serious about becoming a major mobile payments player, promoting Link > Like > Love in its broadcast TV commercials for the last several weeks.
Meanwhile, here's how the Amex-Foursquare marriage works for consumers:
Mashable first reported the U.K. launch.
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Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
March 19, 2014