CASE STUDIES
Launch a new product: American Express Premier Rewards Gold Card Microsite
The Challenge
Introduced in October 2009, the Premier Rewards Gold Card is a premium new charge card from American Express that offers an exceptionally valuable rewards package. Underline was asked to develop a web experience that educates and engages new card members in an effort to promote usage and loyalty with this critical segment.
Our Solution
We created a simple, elegant experience that uses clear language and playful interfaces that engage, delight, and inform Cardmembers as they explore the exceptional value of this Card.
A key feature of the site is an interactive calculator that enables visitors to estimate their monthly spending and see how their reward points would add up. It then presents an animated carousel of “rewards” that they could obtain based on their spending estimates—creating a seamless connection between spend and tangible benefits.
The Results
In the first month, the site significantly outperformed goals with only minimal marketing. Since its launch, the site has continued to surpass all benchmarks, including time spent on the site and return visits.