To market its credit card to college students, JP Morgan Chase is using Facebook as a core tactic. As the exclusive credit card sponsor, Chase has access to Facebook users, who will spend an average of 19 minutes a day on the site updating their profile, or browsing through their friends.
Facebook members see banner ads inviting them to join a special Chase network or can go directly to the Chase+1 card search. Cardholders earn "karma" points for their actions, like paying their bills on time, which they can use to get gift cerficates, make a charity donation, or earn “fraternity prizes” such as TVs.
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