That last bastion of adulthood, American Express, is launching new card for people in their 20s. Finally, a new generation gets to know gets to know the gloriousness that is the seal of approval that is the green and white card. But as Amex lights out for new demographical territory, it cannot continue to do the same things it’s done to draw people in.

While the majority of us can appreciate Amex’ My Card campaign, one begins to wonder if this demographic they’re aiming for is really going to apply for a line of credit on the strength of knowing that Robert Deniro and Ellen DeGeneres pack the same card around. Instead, Amex needs to go big and do a 180 from what they’ve normally done.

Most companies marketing budget begins and ends with myspace, facebook and twitter accounts, topped off with an intern to keep it looking like someone’s there. Web 2.0 presence is just the beginning.

Start thinking of viral marketing. American Express has the clout and the budget to take what JJ Abrams  and Cloverfield did in terms of a lengthy and in-depth multi-prong approach to web promo and to blow that out of the water. Swing hard, swing fast and make a splash. The beauty of basing around an ad campaign around something like an alternate reality game is that the approach works for just about anything. Companies like 42 Entertainment have blow people away working on projects for Nine Inc Nails or Halo, so why can’t they do the same thing for Amex?

The same traditional approach about pushing product for Amex isn’t going to work this time. If cars and energy drinks can cop a feel on the music market then so can Amex. While I’m sure getting Vampire Weekend to talk about how they use the card to buy gear would sell great in Williamsburg, all that does it put a younger face on the same techniques being used for ages. Adapt the free education platforms that Red Bull, Nike and Scion have used, but put it back in the hands of the people. Don’t give the hipsters music, give them a platform to present their own art. Launch the Zync movement and inspire them to create, eventually their going to need to spend money and what better way to front that money than by putting it on their Amex.

Change is good and as American Express reach out to deliver something different, it’s an honest and new approach that will sell. Give them something that doesn’t look like a Gatorade commercial, an X-Games promo or Joy Division album cover and who knows, they might just give you credit for it.