It's a very interesting campaign that falls into the "advocacy" space - we are promoting shopping at small businesses in general vs any explicit tie to our products or services.
This is a great example of an integrated campaign w many elements. Some of them are:
- Responsive web site (works across web, tablet, phone): www.shopsmall.com
- Facebook presence (3M+ likes): https://www.facebook.com/SmallBusinessSaturday
- Twitter: https://twitter.com/shopsmall
- Above the line ad: http://www.youtube.com/user/AmericanExpress?v=C7hyTl3S6Y4
Happy to discuss if anyone is interested!
Jeff
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