We played hours of League of Legends, spoke to thousands of gamers, and then rolled out strategy, branding, digital, print, and PR for the AmEx Serve League of Legends account.

The first-of-its-kind program rewards cardholders, not with miles or cash back, but with Riot Points (the in-game currency of League of Legends). Spending RP is how players buy champions, and more, to dominate on the Fields of Justice.

Everything—the website, :30 spot, banners, and mailer—even account features were designed to embrace gamer solidarity, like in-game money transfers and cards detailed with their favorite champions. Finally, recurring bonuses, on top of everyday spending rewards, ensured retention.

After months of planning, designing and shooting, news hit the marketplace through a New York Times feature on the new AmEx Serve League of Legends prepaid account. Within 3 days, grassroots conversations from the gaming community incited a groundswell of press in mainstream media outlets, including gaming, business and lifestyle media outlets, forums and Reddit, garnering over 79 million impressions. And, most importantly, gamers loved it. Reactions were overwhelmingly positive, and 100K+ players immediately signed up, actively recommending the AmEx Serve League of Legends account to their friends and teammates via social media, upvotes, and word of mouth.