AMEX Tries the "Hollywood Launch" with Plum Card
One of the staples of Web 2.0 is launching products using what 37 signals calls "The Hollywood Launch" or private beta invites. Hype and scarcity are well known promotional tactics, and hot web applications are creating buzz around their launches using these type of launch tactics:
Prelaunch splash page with e-mail collection form
Limited release invite-only private beta launch
Leveraging social networks by releasing new invites to early adopters
Building buzz by creating artificial scarcity - when demand outstrips supply you've got buzz
While this is not a new tactic in marketing, it's now being employed by American Express with the launch of their new credit card, the Plum Card, a business management credit card. This card is being launched on November 5, 2007 with a limited release of 10,000 cards. Makes you wonder if they're trying to create the scarcity induced buzz that drives the mystique of the fabled American Express Black Card. It will be interesting to see how this launch pans out. They could drive quite a bit of hype for the Plum Card, but my guess is he won't be long until they're offering it through credit card affiliate networks like siteMighty. (shameless promo: If you don't get the invite, search for other American Express business cards here.)
