AmEx asks cardholders to join 'members project'

Company will give up to $5 million for world-changing idea

By Jeremy M. Simon

American Express is looking for some credit card users that would like to make the world a better place.

With a new initiative dubbed "The Members Project," American Express cardholders fare being encouraged to visit membersproject.com in order to submit their own concepts for big ideas aimed at changing the world for the better, or to vote on proposals submitted by others.

For every card member that registers to submit a concept or just provide input on an idea that was already submitted, American Express will contribute one dollar toward the winning concept. AmEx will provide at least $1 million and as much as $5 million for the idea that comes out on top.

In addition to submitting and responding to ideas, consumers can join discussions on message boards and vote for the one idea that AmEx will advance using up to $5 million.

The initiative, launched in May and running through June 17, 2007, welcomes online submissions in seven categories: Arts & Entertainment, Business & Finance, Education, Environment & Wildlife, Fun, Health & Fitness and Community Development.

The promotion ties in with the company's new "Are You a Cardfmember" campaign, which plays on the value of membership in the AmEx community.

AmEx and its advisory panel, made up of such luminaries as Wynton Marsalis and Dr. Jane Goodall, will meet on June 18 to narrow submissions to the top 50 concepts. Cardholders will be able to then vote on those leading ideas following their announcement on July 3.

Ideas will be narrowed to 25, then 10 and finally one. That final idea will be announced on Aug. 7.

Currently, over 2,000 ideas have been submitted, American Express reports.

Published: June 7, 2007

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