To create a buzz around the new Rewards Card by American Express, Firestarter in conjunction with Cuckoo, developed an SMS campaign called Pointhunter.

To simulate the value of the card, points could be hunted down and SMSed from different locations using short codes. Oversized points were staged on trucks, at MRT, and at ION Orchard. Daily live news reads and tweets gave clues on the location of points, and announced winners.

Points were awards also for tweeting and facebooking the promotion.