Social Media case Study : How American Express PAYBACK Credit Card was Promoted with Jodi Batao Contest

American Express

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American Express

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Hot Chai and Samosa or Jai and Veeru (from the iconic Bollywood movie, Sholay)…what comes to your mind when we say Jodi?

Rewarding Jodi Batao, Holiday Manao has been a first of its kind contest in India, where Facebook users chose their favorite pairs, shared them with friends for votes, and won holiday vouchers.

The contest, run on the web and on the American Express Facebook page, enabled users to apply online for the new American Express PAYBACK Credit Card which combines American Express experience in payments with the loyalty benefits of a PAYBACK Card.

One of the unique attributes of the Card is the Double Dip benefit, whereby the card holder earns points from both American Express and the PAYBACK Partner on their daily purchases. This concept was taken forth into the social media where Facebook users were asked to choose their favorite pairs or ‘Jodis’ or create their own.

Some popular Jodis, including Jai-Veeru, Chai-Samosa, and Santa-Banta were pre-programmed into the app to increase awareness among the target audience- the young, urban, net-savvy consumer.

To popularize the contest, users were encouraged to share their choice of Jodis on Facebook and Twitter and invite their friends to vote or participate. The ‘fun’ messages displayed on the participant’s timeline definitely helped in attracting more and more people to access the app either to vote or to participate. The result was phenomenal – more than 11,000 people participated in the Rewarding Jodi Batao, Holiday Manao contest!

After making it to the Facebook Gallery for the success of three innovative campaigns with American Express, this campaign by Digiqom created a record in terms of participation, where most participants were not just choosing their favorite Jodis, but creating a list of wacky ones!

In addition to the extensive participation, the content went viral both on Facebook and Twitter, and generated 11.6 million impressions during the contest period. Also, the participation was maximum from the top 7 cities of India and in the targeted age group, 25-34 years, clearly giving a thumps up to the concept, design and execution.