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.

While this is a great use of Twitter to sell tickets for an event, I am wondering how much of the buzz generated affected American Express in a positive way? The benefit to City Harvest is a great goodwill gesture but I am still wondering of direct business value to American Express. Is this really the best way to leverage social media platforms?

I am also looking for some stats to put a number to the buzz generated by this. Anything like number of tweets with a hashtag for the concert, number of clicks on the link that allowed people to purchase the tickets or anything else out there. If someone could help me out here that would be great. If I find something I will update this post.