On one level I appreciate what they’re trying to do, but on another it’s hard for me not to be cynical about this . . . Nonetheless, Amex and NBC have teamed up to “shine a light” on SMBs.
The community (think spouses, friends, relatives) nominates local SMBs and if they win they potentially get $100K. It’s a version of the “Members Project” that Amex earlier used to promote charitable giving, while creating a feel-good association with its brand.
There are lots of sharing and social tools built into the site allowing it to “go viral.”