Amex Offers Instant Growth on FarmVille

Lady Gaga isn't the only major brand to partner set up a FarmVille outpost, as she's doing with her upcoming GagaVille game.

American Express is building on its partnership with Zynga, and the brand's “Social Currency” advertising campaign for Membership Rewards, to create an innovative brand integration within FarmVille.

Running through Saturday, FarmVille players can receive “Social Currency” via a virtual gift from American Express — a blue windmill that unlocks new player potential within the game.

Once users place the windmill on their farm, they will receive Instant Grow, which allows players to harvest crops immediately.

Amex is also running a concurrent Facebook promotion where players can receive a 50% off Membership Rewards redemption rate for Zynga game cards.

The Amex Social Currency campaign encourages consumers to think about Membership Rewards — which can be used across Zynga's Facebook agmes — as more than "just points," but rather a social currency that connects American Express card members to the people, experiences and things they love, from entertainment to shopping to gaming.

With more than 46 million FarmVille players each month, expect more brands to crop up on Zynga's farm — and hopefully reap the rewards.