Amex isn't just for hardcore gamers. The immensely popular casual game, Farmville, also saw a major dose of Amex marketing. Amex rewarded Farmville players
for opening a Serve digital wallet account and planting a Serve tree within the game over 2 million virtual trees were planted by late last year. (Image: Bloomberg News)
Visa and MasterCard cards are now part of a program within Foursquare
to offer discounts to the social network's 30 million users but Amex got there first. Amex and Foursquare
have had a marketing agreement in place since 2011.
With its Bluebird card, Amex is putting its brand in front of consumers in a way that is still quite alien to most conventional card issuers it is selling them from a kiosk in Walmart stores.