New reloadable debit card from Edo targets teens

Share this content:
New reloadable debit card from Edo targets teens
New reloadable debit card from Edo targets teens

Edo Interactive has launched the Facecard Prepaid MasterCard, giving teenagers and young adults a new way to spend money and retailers a new way to market to this audience.

The Facecard is a general purpose debit card that consumers sign up for online at Funds can be loaded onto the card via reoccurring direct payments from a bank — a parent, for example, could use this option for a child's allowance — or from other debit or credit cards and payroll direct deposit.

“This is a non-traditional bank product that is more geared toward leveraging the technology [including Internet and gift cards] that the target market is used to,” said Ed Braswell, president and CEO of Edo Interactive.

A debit card that family members can load money onto as a gift is a “more useful and beneficial” alternative, Braswell said, to gift cards that may go unused because they don't fit a teenager's interests.

The Web-based platform supporting these consumer offerings also provides the Facecard with some interesting applica­tions for retailers.

One of these is called Prewards. Mer­chants can create their own campaigns built around an offer to load a specific dol­lar amount onto a card member's card, set limitations for redemption and communi­cate the offer via e-mail or text message. Offers can be targeted by gender, area code, ZIP code and spending habits.

For example, an electronics merchant might send an e-mail message to male shoppers in areas near its stores, offering $5 on their cards that is only redeemable in-store within 48 hours.

For merchants, a frequency program lets them automatically reward customers with money on their cards when they spend a certain amount within a specific time period. Merchants can also tap the Face­card customer database for surveys and include an offer to load money onto their cards once the survey is completed.

The card was launched mid-May. It is being promoted on MySpace and Face­book, as well as at several large summer concert festivals and on 52 college cam­puses nationwide.

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above