Charlie O'Neill
Senior Manager, Emerging Partnerships at American Express
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Charlie works within American Express’ Digital Labs department focusing on crypto & web3. Recently he led the Amex partnership with POAP to issue digital mementos at two of their sponsorship events. He is passionate about continuing to learn within the crypto space and educate others on the potential of the technology.
Strategies for Global Brands Launching Experience NFTs
When leveraged strategically, NFTs can be used to provide a more interactive, personalized brand experience. From high-end designer brands to sports teams and more, experience NFTs have added another layer of exclusivity to their communities by generating buzz and sustaining audience engagement. In this session, the Sr. Manager of Emerging Partnerships within Amex’ Digital Labs, a global team driving innovation through emerging tech, will walk through the team’s journey to bridge the gap between providing trusted and personalized digital experiences and meeting card members’ evolving expectations. He can discuss how his team formed a partnership with POAP to offer Amex NFT activations at last year’s Austin City Limits festival and the NBA 2K house.
NFT Based Membership and Loyalty Programs
As consumers, we are accustomed to not owning our loyalty. The loyalty programs we are familiar with live in closed ecosystems, often with more restrictions than benefits. These programs can create a sense of captivity rather than loyalty, and introduce commitment barriers and switching costs that reduce value to brands and consumers alike.
An alternative system is possible, one of open loyalty, where loyalty “points” are tokenized and owned by the individual. From a brand’s perspective, bringing loyalty and rewards on-chain opens up an interoperable network of value that unlocks innovative partnerships and cross-brand collaboration opportunities.
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