How Foursquare & AmEx Are Putting a Fresh Twist on Loyalty Marketing

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New technology means new marketing.

In the summer of 2010, Foursquare’s Head of Business Development Tristan Walker and American Express’s Vice President of Global Marketing Capabilities David Wolf started talking about ways to work together to redefine loyalty for local merchants.

The fruit of their conversations is now on display in the city Austin, Texas where 60 merchants — including Whole Foods, Starwood Hotels and Stubb’s BBQ — are offering Foursquare users “spend $5, save $5″ rewards when they load the special and swipe their AmEx cards.

The pilot program started Friday and will run through Tuesday, March 15. Participating merchants have posted “Austin Unlocked” window clings to highlight their participation, and Foursquare users need only register their American Express cards to unlock this new type of special — the Loyalty Special…

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