Agency: Momentum

Name of campaign: Consumer Electronics Show social media

Launch date: January 2010

Creative credits: Momentum: director: Tom Buontempo; manager: Paul Potenzone; creative strategist: Dax Callner; art director: Adam Tatz; Czarnowski: design: Dan Griffin; VP: Michael Cassady; American Express: VP: Nancy Hood

Why we liked it: At the Consumer Electronics Show this year, American Express OPEN tried to do two things at once—and did both very well. On one hand, OPEN made a portion of its trade show booth into the physical embodiment of its OPENForum.com website, aimed at small-business owners. The booth featured a speaker series with OPENForum.com content creators, such as business guru Guy Kawasaki. At the same time, OPEN attempted to leverage its presence at CES on the Internet. It did so by posting videos of talks by Kawasaki and others on OPENForum.com. OPEN also tweeted throughout the show. It was an innovative way to extend a trade show investment beyond the show floor and the 120,000 attendees in Las Vegas.