American Express Talking Gift Tags

American Express Australia and Ogilvy Sidney have teamed up to create “Talking Tags”, a campaign that lets Amex members create gift tags that can be activated online through an augmented reality experience. All people have to do is to go to American Express’ dedicated website, pick a tag, pick a message, which can be either “naughty” or “nice”, and attach the tag to their presents. Holding the tag to a webcam will then bring the tag to life let it “talk”, much like a Harry Potter’s Howler. The initiative is part of a wider holiday campaign entitled “Naughty or Nice, promoting supplementary cards.


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