Amex : Small Business Saturday -- Cannes 2012 Direct/Promo Grand Prix
A boost for small business.
Jun 17, 2012
After Black Friday, now comes Small Business Saturday. AmEx's Small Business Saturday (winner of the promo & activation Grand Prix at Cannes 2012) provided a boost to small businesses by inventing a new shopping holiday dedicated to them during the all-important Thanksgiving weekend. The campaign, developed by CP+B and Digitas, saw AmEx give small stores around America a digital toolkit to help them participate in the day, with instructions on how to build special Facebook pages, YouTube video ads and Foursquare deals enticing shoppers back onto Main Street. The idea really took off when President Obama get behind it, taking his daughters to a bookstore near the White House and tweeting about it. You can read more about the effort and the judging in our Cannes 2012 coverage.