I was one of the lucky attendees at the American Express sold-out Jon Bon Jovi unplugged exclusive cardmember show last night. American Express was nice enough to extend a ticket to me last minute and after hearing how they sold the rest of the tickets, I was inspired and impressed.
The first and only link to purchase tickets was posted exclusively on the @AmericanExpress Twitter account and they were able to sell out the show 1 day. The tickets were $50 with all proceeds benefiting City Harvest via the Jon Bon Jovi Soul Foundation.
Everyone in the audience (roughly 500 people) were tweeting, snapping TwitPic photos and spreading the word about the event while they were there. Excellent use of Twitter to promote and sell out an exclusive event, as well as spread the word about the brand. I had a blast and think American Express has created a great case study of how to offer something special to your fans and followers, donate to a great cause and create enthusiastic and positive conversation around your brand using the power of social networks.