• by Tanya Gazdik , October 28, 2014

American Express is launching two new content marketing programs centered on service that support the Amex EveryDay Credit Card.

The financial services company partnered with AOL and Tastemade to produce videos which centers on demonstrating how “American Express is at the service” of card members and prospects by adding value to their everyday lives.

The Amex EveryDay Credit Card demographic is the multitaskers of the world, says Susan Hammes, American Express vice president of social media marketing.

“American Express has a rich heritage of service and we're looking to make their everyday lives easier by serving them with how-to tips, recipes and simple life-hack solutions in fun videos,” Hammes tells Marketing Daily.

Viewers can find all the EveryDay Genius and My EveryDay Dish episodes on the American Express YouTube page. Both programs ladder up to an overarching #HowToTuesday theme.

“American Express is celebrating the Amex EveryDay Credit Card by helping to make #EveryDayMoments a little easier,” Hammes says. “With these initiatives, American Express is on a mission to make life easier by providing new life hacks, recipes and more. 'Everyday Genius' is a life hack program while 'My Everyday Dish' is an inspiring cooking program.”

Digitas is AmEx’s digital strategy agency for both these programs, “but our partners at Tastemade ("My EveryDay Dish" series) and AOL (EveryDay Genius" series) were critical to their creation and execution,” she adds.

The “EveryDay Genius” program is hosted by Kari Byron from the Discovery Channel show “Mythbusters.” The series puts everyday life-hacks to the test and shares the best one. “My EveryDay Dish” highlights unique tastemakers and their favorite every day recipes using ingredients from their local communities with how-to videos.

The content-driven marketing will continue into next year.

“We are really excited to launch these programs and are currently programming into 2015,” Hammes says. “We see a ton of opportunity with the content we are creating and look forward to seeing our card members and consumers engage and interact with both series.”