American Express Kicks off 2012 with Mobile Reality Game

Watch Singapore be transformed into a giant virtual playground beginning Friday, January 6th. Download the ‘Points Rush’ iPhone App and compete in the game. Check the game map for your GPS location and watch out for other competitors in hot pursuit of game points. You must be faster and smarter than the rest! Feel the adrenaline flowing as your feet hit the pavement - the rush is on!  It’s time to show-off your wit, determination and fleet-footed stamina where the very best are competing for fabulous prizes with American Express Points Rush.

Check out the Game here: americanexpress.com.sg/pointsrush

Points Rush is the Company’s latest initiative to promote the American Express® Rewards Card which allows Cardmembers to choose their Favourite 5 places to shop, dine and spend and rewards them with 50% more bonus points each time they spend at these Favourite places. A whopping one million Membership Rewards points and other attractive prizes are waiting to be won in this challenge!

“American Express Rewards Card is all about showering our Cardmembers with Membership Rewards points from our generous Membership Rewards programme. The Points Rush challenge is an excellent way to offer firsthand experience to simulate how easy it is to accumulate Membership Rewards points as you charge all your spend on the Rewards Card” said Ms Yoshimi Nakajima, Singapore Country Manager for American Express, “An interactive, fun and action-packed approach, Points Rush is a fine example of the Company’s commitment to continually engage Cardmembers and reach out to consumers in this age of the digital era.”

The Mobile Agency behind the campaign is Monterosa Singapore.

The founder Carl Norberg, says, "Traditional mass communication is often an ineffective means to reaching many target groups. When people know they are in for an awesome ride – a live adventure that they themselves take part in – not only does it create brand loyalty - it creates brand addiction.”

Awarded Gold in Cannes Lions, Monterosa’s Activation App "Mini Getaway Stockholm" together with agency Jung von Matt, proved not only to be a creative alternative to traditional car advertising, but also an extremely efficient, cost-effective way of capturing the interest of a demanding target group. Last month the "Mini Getaway" App was launched in Tokyo with great success.

Activation concepts like these are changing the media landscape, says Carl Norberg, "Activation Live Game Apps are one of the many creative App solutions Monterosa uses to engage people. The consumer wants - and deserves - irresistibly intoxicating solutions and that is our mission for our everyday work“

More info: contact Carl Norberg

carl.norberg@monterosa.com.sg

+65 9272 7840

www.monterosa.com.sg