In a seasonal viral e-mail effort, American Express Co. has launched a microsite, www.holidayrockstar.com. Visitors to the site choose one of three songs: “Holiday,” “The Lion Sleeps Tonight” or “Jingle Bells,” and record their crooning while a customizable avatar lip syncs the words. Users can also choose to upload a photo and turn it into a 3D avatar.
Oddcast and agency Digitas created the holiday application to generate interest and levity around the credit card brand. In a more straightforward push to encourage online shopping and loyalty, American Express is continuing its My WishList e-tail site, which gives card members discounts on top holiday gift items.