Instant Growth on Farmville
Source: brandchannel.com
1 June 2011: American Express is the latest company to venture into virtual gaming through the launch of an innovative brand integration within FarmVille. The promotion allows FarmVille players to receive “Social Currency” via a virtual gift from American Express — a blue windmill that unlocks Instant Grow, a virtual game booster that allows players to harvest crops immediately.
By propelling its partnership with Zynga, Amex puts the spotlight on its “Social Currency” advertising campaign for Membership Rewards. Amex is also running a concurrent Facebook promotion where players can receive a 50% off Membership Rewards redemption rate for Zynga game cards.
The goal of Amex is to ensure its Membership Rewards program is top of mind among consumers. More than just points that consumers can collect, the value of the Amex Social Currency campaign is that it encourages consumers to think about Membership Rewards as a “social currency” that connects American Express card members to “the people, experiences and things they love, from entertainment to shopping to gaming.”
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