Entrant: Crispin Porter + Bogusky/Digitas, New York American Express OPEN
"Small Business Saturday"

Credits
Media Type: Social Network Communities, Television, Websites
Corporate Name of Client: American Express OPEN
Agency: Crispin Porter + Bogusky
Interactive - Digital & Social Media Strategy/Online Media Strategy: Digitas
Public Relations AOR: M Booth & Associates
Social Media Build Partner: Vitrue
Above The Line Media Strategy: Mindshare

Basic description of the project:
Big box stores have Black Friday. Online mega sites have Cyber Monday. American Express OPEN thought small, independent business owners should have their own day too. So they created one. On November 27th, 2010, Small Business Saturday launched with a rallying cry of “Shop Small.” Mayors and Governors across America officially adopted the day. And consumers embraced it in a big way too. Pouring millions of dollars into small businesses over the most important shopping weekend of the year. With American Express shop owners scoring double-digit sales increases. Suddenly small business, was anything but.