Serving you Since 2011
In 2011, American Express launched “Serve,” a revolutionary online payment system. Serve allowed customers to manage their money using a digital platform unlike any other. Our challenge was to demonstrate how easy and useful Serve was in its native environment: the Internet.
Move your Dough
In order to get users excited about the new platform, we created “Play Money Mover!” at playmoneymover.com. Finally, a banner campaign that gives you cash! By correctly answering a series of tough and carefully curated pop culture trivia questions, players could win up to $10. Once they sign up for Serve, that money goes right into their account!
Tweets to the Rescue
Stuck on a tough question? Never fear, your friends might be able to help you keep your two Lincolns safe. Click on the Twitter helpline to tweet the question you’re stuck on, and request their salvation. But, be warned: your friends might get an even better offer if they decide to ditch your $10 behind and shoot for a cool $1,000.