American Express to Premiere Seinfeld Webisode

NEW YORK American Express said today that it is debuting a three- to five-minute online video program this quarter starring its longtime spokesperson Jerry Seinfeld and an animated Superman.

The Webisode will launch on AmericanExpress.com and may be followed by another, a company representative said. WPP Group’s Ogilvy & Mather and independent Digitas, both in New York, are involved in the effort.

“We’re testing new channels and new ways of doing things. … The Web’s proven an acquisition channel for us,” the rep said, adding that the program aims to attract existing and prospective customers to the Internet site.

The cost of the endeavor was not disclosed. The New York-based financial services company spent $325 million on measured media for the first 11 months of last year, according to Nielsen Monitor-Plus.