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American Express chooses LinkedIn to recommend the AMEX Experience to professionals in India

Company Brief
Mumbai, August 10, 2011

American Express and LinkedIn (NYSE:LNKD), the world's largest professional network with more than 10 million members in India, have come together to create a customized marketing solution to target a niche audience of professionals across the country. The American Express Experience campaign is the first time ever that a brand in India has used LinkedIn APIs to leverage the power of data available on LinkedIn Business Profiles.

"At American Express, we are always looking for new and innovative ways of reaching our prospect customers. We have been expanding our channels of distribution which now include online, bank partnership, direct mailing, telemarketing, to name a few. With an increasing number of professionals using networking tools like LinkedIn, we have now partnered with LinkedIn to develop a unique campaign to tap into the segment of high achieving professionals. This innovative campaign brings together our well known Platinum product offering with LinkedIn's capabilities, to reach out to the high achieving professionals at the appropriate time with a compelling offer," Mr Shailesh Baidwan, Country Manager & Head - Consumer Cards Business, American Express Banking Corp, said.

The American Express Experience campaign will look at recognizing an esteemed group of professionals, who have made great strides with respect to their professional achievements, inviting them to experience American Express' Platinum Services. It will also pave the path for LinkedIn members to recommend such an experience to their respective professional groups in the LinkedIn network.

"As the first company in India to use LinkedIn APIs, American Express can leverage the power of the network's data to identify professionals who associate with the brand and provide them with information on products extremely relevant to them. By targeting custom messages at professionals who aspire for the exclusivity of American Express products, we seek to engage with members who use the power of recommendations and the credibility of their professional identity to help their network make informed decisions," said Dhiman Mukherji, Head of Marketing Solutions - LinkedIn India.

American Express' exclusive partnership with LinkedIn will provide members and their extended professional network with rewards including reductions in annual fees, additional reward points, travel vouchers and other gifts. The first instance of a financial brand in India using custom targeting and messaging basis audience profile, The American Express Experience campaign will be live until September -30, 2011.

LinkedIn launched its India operations in November 2009. LinkedIn India's Marketing Solutions teams service clients out of offices in Mumbai, which also serves as country HQ, Bengaluru and Gurgaon.

For further information, please contact:

Edelman India Private Limited
Rohan Cornelio
Mobile: 98675 20715
Email: rohan.cornelio@edelman.com

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