I’m very proud of a new platform launched today by American Express: Currency. Sometimes when a brand embraces the concept of truly being a publisher, they align with strong voices around the web, underwriting existing properties and helping them create new sections or services. But every once in a while, a brand realizes that its marketing goals align with a very real need in the marketplace, one that for whatever reason hasn’t been addressed. That’s how Currency came to be.
Yes, Currency is an ongoing FM partnership, just as Open Forum is, but this one is a bit different – it’s for young adults just starting to grapple with financial issues (I wish it existed when I got out of college), and it’s got a lot of social media chops, including a game (called Social Currency natch) built on top of Foursquare that helps you track purchases. It also features tons of coursework to help folks get smart on important money matters, and everything – from reading an article to completing a course to checking into purchases – earns you Currency points.
Now, I know my demo here at Searchblog, and let’s face it, most of you are a bit older, wiser, and richer than Currency’s core constituency. But I also know you’re interested in all things web and media, so check it out, and let me know what you think.