As part of its “Social Currency” campaign, American Express gives members a free windmill, instant grow, and 50% off game cards.
To promote their Membership Rewards program, American Express has been offering gifts to FarmVille’s community of 46 million players. The integration is part of their “Social Currency” advertising campaign and farmers firstly received a pop-up promotion for a free Blue Windwill decoration. This was available to all players, not only American Express cardholders. Once they placed the windwill on their farm, they received an Instant Grow, which allowed them to grow an entire field of crops so they were ready to harvest.
They also had the opportunity to share a Mystery Gift with other FarmVille players by sharing the American Express promotion on their Facebook feed. Those who are part of American Express’ Membership Rewards scheme were given the added bonus of 50% off Zynga game cards when they purchased them using their reward points.