According to AmEx, its card customers are big users of Uber. So, it has gone where its customers hang out. It will benefit from Uber cool. And Uber benefits from this partnering with an establishment brand.
In Tech Crunch, Ryan Lawler reports:
"With a new integration into the Uber iOS app, AmEx card members who have enrolled in the Membership Rewards program in the U.S. can choose to earn 2x points using their AmEx card to pay for the ride, or they can use their points for Uber rides."
Here is that coverage.
This is only one of myriad moves AmEx has made away from its traditional elite image. Earlier this year it launched the Everyday card for the typical middle income mom. Its rewards were centered on everyday purchases like for groceries. There was no annual fee.
What to watch is how AmEx preserves its core branding while it goes Main Street + Cool.