Promoting passion

American Express looks to appeal to millennials by using YouTube and other social media (Facebook, Twitter, Tumblr) as platforms where young dreamers can submit their projects in order to win a two-thousand dollar grant. The company has recruited musician and Portlandia star Carrie Brownstein to star in the TV spots. A clear move to attract the younger, dare we say hipper cardholder. The project is in the same vein of Kickstarter, but here the donor is Amex with 10 projects getting funded. Kudos for a smart campaign from the financial services giant. Client and agency certainly get more engaging stylish content for marketing efforts. Just gotta wonder how this resonates with the target audience. Larger scale funding might have helped a bit here so it would more mutually beneficial or sincere. Just saying…