Ogilvy engages in tone deaf social media marketing for the AmEx Zync card

by Peter Rojas

Yesterday I got an email from a social media marketer at Ogilvy about a new card that American Express is introducing and how they'd like to strike up an "exclusive relationship" with me. I wasn't sure exactly what that meant by that, but I'd done some work for AmEx in the past -- I spoke to some of their executives about the future of mobile a few years ago -- and so I figured I'd at least see what was up. I wrote back (and this is all I wrote back), "Could you give me an overview of what you're describing?" The email below is what I received in return. If you can get past all the buzzwords ("for 20somethings by 20somethings", seriously?), basically the deal is that in exchange for the "privilege" of signing up for the Zync card I get to give AmEx free consulting (because paying me would make me lie to them, apparently) and then host a party where I can market the Zync card to my "network".

So let me get this straight: I get to sign up for a product where they make money (in terms of card fees), where I give them advice and insight that AmEx used to think was worth paying for (but now is not because that would make me dishonest), and then to wrap it all up I get to pimp out all my closest friends? I can't believe AmEx would be stupid enough to give Ogilvy money for this program, I hope they convinced them to accept payment in Zync card accounts and tweet-ups.

UPDATE: I should make it clear that it's not about getting paid or not getting paid -- I'm happy to contribute to all sorts of things for free, even things for big companies like AmEx -- this is about it being a very one-sided arrangement where one side seems be asking for a lot and not delivering any discernible value in return. Value can come in lots of different forms. I've beta tested products before and given my honest, unpaid feedback to those companies, but I did so because I felt like I got some value out of being able to use the product and learn more about it. There isn't much offered here -- I already have an AmEx card, so it's not like I need to gain some experience using. The value only moves one way, from me to them. They're asking to leverage my usage, my knowledge, and my network.

Hey Peter,

Not a problem! So, here is the deal: If you don’t know Zync…

Zync is the new American Express Charge card for 20somethings. This card is created for 20somethings by 20somethings that is all about customization: consumers can choose packs of benefits. So if you like buying say tech products, you can specifically choose the tech pack tailored to your needs to give you extra membership rewards. It’s all about you and what you want.

Another important thing to know is that the card is currently in beta testing – that is where you come in. As a person who is in the tech world and is out and about in the New York City scene we felt that you would be an awesome person to test out the card and be part of the ongoing discussion with product development team. Since this card is in beta, this truly is a card that is for you by you: you get to choose during beta what works and what doesn’t.

Lastly, since we want this to be genuine, we won’t be paying you for your time to participate because we want the feedback you give to be honest. The benefit is that you have an access to an exclusive relationship with the Zync team, cool events, special committee standing in our Zync Tank and the opportunity to host your own tweet-up, completely paid for by the Zync team. All that is detailed below-

o Zync Immersion Event:

§ To start the relationship, we want to get you to know Zync

§ While we enjoy our PPT presentations, that is not how we want you to get to know Zync

§ For this day, we will be doing fun activities all around New York City so you can really interact with the Zync team

§ This will be a one-and-a-half day experience full of exciting and exclusive events that tie into the Lego Packs (eco, tech, social and green)

§ This will take place sometime in early February

o Zync Tweet Up:

§ While we are looking for feedback we are also celebrating the development of the new card

§ For this, we want to co-host Zync tweet ups for you and your network

§ Will be held in top metro areas (e.g. New York, Chicago, Los Angeles and San Francisco) themed around one or more Lego Packs

§ Events will be for 25 – 50 people at fun locations related to packs such as Brooklyn Boulders

§ This will take place sometime in February/March

o Zync Tank:

§ Since you will be a Cardmember, we want you to get the full experience of the beta testing of the card

§ For this, we have something called Zync Tank. Zync tank is our online community/listening tool that we use to get sentiment of Zync from Cardmembers participating in the beta program

§ With this relationship, you would be able to be part of the “Special Committee” in which you really get to provide feedback to the product development team on ideas for iPhone applications, the next packs and much more

There is a lot that we want to accomplish. With you, we are not asking you to write anything on our behalf or provide us a post. Merely, as a person we value, we want to experience the card with you while we develop it so it’s not just American Express but from a person who really can put a lot of value into the card and perhaps vice versa.

Let me know if you have any other questions. I’ll touch base with you tomorrow to see if you are still interested or have any questions!

Best, Priya

A big day for news

by Peter Rojas


So kind of a big day for me: RCRD LBL rolled out a redesign of the front page that better highlights all of the awesome music we're putting out there AND Ryan Block just announced that he's leaving Engadget to work on a totally new project with me. This is about as good as I think my life can get, I've never been more excited or happier about the stuff I'm working on. The redesign of RCRD LBL caps off Phase 1 of the site; we're going to be rolling out a TON of new features and new sites over the next nine months or so in Phase 2. I can't say as much about what I'm working on with Ryan, but I will say that I'm really looking forward to launching it in the near future (but not TOO near).

Rhizome benefit next week

by Peter Rojas




Almost forgot to mention that Rhizome, the digital art non-profit I'm on the board of, is having it's annual benefit event on the 15th. If you're in NYC you should come, we're honoring Lynn Hershman Leeson and Josh Schachter (aka Mr. del.icio.us). Tickets are on sale here.

Six years ago

by Peter Rojas


I haven't always owned this URL, the previous owner of http://roj.as/ was the ROJ, a Kurdish political party of some kind (why they chose .as -- American Samoa! -- for their TLD is beyond me). Anyway, not sure why I never thought to do this before, but I thought I'd share -- courtesy of the Wayback Machine -- what the site looked like back in 2002, three years before I bought the domain.