American Express and Zynga have teamed once again on a co-branded prepaid card that lets users earn virtual rewards for real-world purchases. The partnership is aimed at driving business for American Express’ Serve digital wallet, launched last year to draw customers that might not otherwise be eligible for its credit cards.
Under the Zynga Serve Rewards program, cardholder’s who make five purchases of more than $25 will receive “Farm Cash,” the in-game currency for buying virtual goods within Zynga’s popular FarmVille game. As the program expands, all purchases will receive in-game rewards tracked through an in-game dashboard.
Later this year, American Express plans to introduce new kinds of loyalty incentives and will extend the virtual rewards to other Zynga games including CastleVille and CityVille. AmEx and Zynga initially partnered in late 2010 to let traditional cardholders redeem membership rewards points for specialized virtual goods, like a purple cow for FarmVille.
The card giant more recently has also partnered with the likes of Foursquare, Twitter and Facebook on a series of other social media-related initiatives.