American Express sought to raise awareness of the Preferred Rewards Gold Card amongst a 30-40 year old, predominantly male ABC1 audience. The brief sought to promote and explain the broad range of rewards and benefits the card offers, including class-leading travel benefits that allow card holders to convert reward points into frequent flyer miles with 10 major airlines.
Given the nature of the audience and the brief, we put social media, competition and solid gold at the heart of an integrated campaign that provided multiple opportunities for the audience to interact with the American Express brand, the card and messaging across a wide spectrum of media, on and offline.
"The Great American Express Gold Rush" game gave Facebook users the chance to pit their trading skills against one another in an exciting fantasy gold trading game. Using their Preferred Rewards Gold Card, players travelled from one majorcity to the next buying and selling gold items as local market prices fluctuate due to random news events. Each day the most profitable player won a prize ranging from a camera or Michelin-starred meal to trans-Atlantic flights. At the end of the 30 day campaign the most successful player won £10,000 of solid gold bullion.
An on and offline media partnership with Metro, advertising on Facebook and extensive media and blogger relations surrounded our promotion of the game, giving the campaign a total reach of over 90 million. Around 5,000 regular players took part, playing over 14,000 individual games. The average game lasted more than 8 minutes - delivering a staggering 4,853 hours of brand engagement.