American Express is using Facebook to help Canadians unleash their inner artist, with a contest that lets participants decorate digital canvases. Kicked off last month and running until Nov. 17, the contest is a take on Amex’s worldwide “Potential” campaign. The best piece, as chosen by the brand, will be featured in an online ad, complete with the artist’s signature and a brief snippet explaining the artwork’s origins.
“The strategy is to give Canadians the opportunity to directly engage with the campaign,” says David Barnes, VP, marketing and communications, American Express Canada. “It’s enabling them to play off the theme, which is ‘Realize the Potential.’”
The contest, developed in collaboration with Ogilvy Toronto, Brees PR, Mindshare, Neo@Ogilvy and Endeavour Media, is being supported with print and online ads, Facebook advertising and a PR campaign reaching out to bloggers and Twitter users.