On August 23, 2016, Mark Jackson, under the rather aspirational handle Jackson Jetsetting, posted a nearly silent 45-second cinema verité video on YouTube of himself opening a package and pulling out the first ever viral credit card: the Chase Sapphire Reserve.
The premium credit card had just been released, and it was already dominating the Internet—at least, the parts of the Internet susceptible to domination by credit card. The offer seemed insane, and far too good to be true. It came with a 100,000-point intro bonus (worth between $1,500 and $2,000 on travel depending on how you valued the points), a $300 travel credit, bonus points for travel and dining spending, and access to hundreds of airport lounges across the world. The deal was so good, Chase had many borrowers downright giddy about ponying up what seemed to be a relatively paltry $450 annual fee.
Jackson’s spontaneous taping, which has garnered more than 20,000 views, represented a dream release for Chase’s credit card execs. And Jackson was hardly alone: Lots of otherwise well-adjusted and apparently high-earning adults posted videos of themselves delightedly unboxing credit cards like 4-year-olds unwrapping Dora the Explorer dolls.
The Reserve acquired more customers within two weeks than Chase had expected for 12 months, which helps explain why it cost the bank so much money up front. And the group skewed younger: More than half of all cardholders were under 35. The card was so popular that Chase temporarily ran out of the metal version.
Chase hired television personality James Corden to talk up the card in digital ads, and paid social media influencer Chrissy Teigen to embrace the card. But ultimately it was the card’s tremendous value that motivated so many burgeoning miles hounds to sign up.
However, those new customers didn’t come cheap. JPMorgan Chase lost hundreds of millions due to the huge intro bonuses that made the Reserve a must-have. And although we don’t know whether the bank’s executives were successful at tempting these new customers into a Chase car loan or mortgage, we do know that Chase has spent the past three years chipping away at the Reserve’s rewards.
We’re nearly three years on from that summer of credit card love, and the credit card scene has changed for the better. More than 90% of cardholders renewed their card, according to Chase (PDF), in 2018, and they rang up an eye-popping average of nearly $40,000 in spending on their plastic. Competitors have raced to catch up, as well. Citibank and American Express relaunched their premium travel cards to satisfy millennials’ wanderlust, with one Amex card face-lift (on the Gold) potentially pushing the Reserve from its perch.
Nevertheless, the Reserve remains a favorite travel card, at least in our eyes, though the usurpers have since dethroned the king.
But why did the Chase Sapphire Reserve inspire avant-garde mini-docs by superfans in the first place? Why was it so desirable to millennials? What’s the real story behind the world’s first viral credit card?
That story has largely remained untold—until now.
In the beginning
Word began leaking out about the mythical Chase Sapphire Reserve in the summer of 2016.
Sebastian Fung [founder of Ask Sebby, a credit card and travel site]: I think I heard about it from a lot of other blogs, and my first reaction was: It’s crazy. For a lot of other cards the annual fee was harder to justify, but here you would be coming out way ahead. [Chase was] coming out guns blazing.
Vu Nguyen [operator of the DevLon NorthWest product-review YouTube channel; Nguyen talked to Wirecutter from a Mexico trip paid for with Chase Ultimate Rewards points]: When I first heard about the card through word of mouth online, I never believed a credit card company would give a 100,000-point bonus. That made me very excited.
Fung: I think it was just one of [those] things [that] seem so obviously good that you want to tell your friends about it. It’s like finding out a Lamborghini costs $50,000, which is a lot—but wait, Lamborghinis are usually $300,000.
Brian Kelly [founder of The Points Guy, a credit card and travel site; Kelly talked to Wirecutter after using 70,000 Alaska Airlines miles and $500 to fly British Airways first class to London]: We were the launch partner. When I found out about the offer, I was in Tanzania on a safari. I literally had to sit down when I heard what the offer was.
William Charles [founder of Doctor Of Credit, a credit card and deals site]: I can’t remember where I was when I first heard about it, but our site was the one to break details of the card coming and specifics of the card itself.
Kelly: That July, rumors started to come out.
Nguyen: I don’t recall a card going viral with very limited marketing.
Kelly: First and foremost, the offer was very clearly extremely strong. But I think their approach to it was brilliant. Most cards would have money go into television ads, billboards, and shiny endorsements. [Chase] came to the digital space. They actually announced the card on Twitter in August 2016. They didn’t want to release anything until launch, but there were so many leaks, they put out a tweet.
Kelly: That day was wild. When that link went out, it was the wildest day of my career for sure. User applications just kept going and going—it was an amazing offer and everyone knew it.
Charles: I thought the card and sign-up bonus was extremely generous and wouldn’t last.
The great unboxing
The hype didn’t stop when the Chase Sapphire Reserve came out. Many people posted videos on YouTube to document their unboxing of the heralded Reserve. For his part, Jackson managed to receive his card on the day it officially launched, thanks to a mistaken link that lived on Reddit for a few hours.
Mark Jackson [credit card writer at Brad’s Deals]: I hadn’t watched [the unboxing video] in a while. I realized I was able to apply for the Reserve through a Reddit link that wasn’t supposed to be live. The developer site went live and someone from Reddit found the link and posted it. This is how I was able to get it, because I’m well above the 5/24 rule. [This is a Chase rule that says you cannot qualify for a card if you’ve obtained five or more cards within the past two years.]
I figured I’ve never done an unboxing video in my life, and it would be hilarious if it got any views.
Kelly: Because people had been waiting around for it to come, it was a precious gift.
Jackson: I saw the box when I got home, and whipped out the camera, and just took a really crappy video. There was no thought put behind it, and it was my most viewed video. It was funny because I went to film school and I actually know how to shoot video. It being this launch was massive, and people were interested in being part of the conversation. It’s hilarious. It’s just a credit card.
Kelly: Our unboxing videos did okay. The actual posts on the reviews and what counts as travel, our content, was way more popular. Who knows why people put up videos? Why are there videos of people eating pickles and opening toys?
Why the Reserve went viral
What goes up must come down
In the years after the Reserve’s release, American Express and Citi improved their respective premium cards. But only the Amex Gold, with a $250 annual fee and high earnings for dining, groceries, and travel, could really compete with the Reserve; it didn’t hurt that the Gold (initially) came in a special rose-gold edition. Chase also took steps to deter churners.
Nguyen: Last year Chase made minor tweaks to the card. I felt they were petty. You have to spend $300 on travel before accumulating bonus points. I’m 100% still pleased with the card itself.
Charles: I think Chase also overestimated how much they would be able to make from cross-selling this card segment other more lucrative products, like investment and home loans.
Jamie Dimon [JPMorgan Chase chief executive officer, in Davos in January 2017]: One of the fictions here is that the marketing cost ... gets booked over 12 months. The benefit of the card gets booked over seven years. The card was so successful, it cost us $200 million, but we expect that to have a good return on it. I wish it was a $400 million loss.
In July 2018, JPMorgan Chase announced that the rewards from the Sapphire and other credit cards cost the bank more than $330 million.
Kelly: Premium cards are still a hot market. Marriott has its $450-annual-fee card. Airlines do as well. The market is strong and I wouldn’t be surprised if other banks get into the game.
Nguyen: I don’t believe that it has lost a lot of its aura. I don’t believe the Citi Prestige and American Express Platinum offer what the Reserve offers.
Kelly: The Prestige and Platinum since upped their bonus categories to one-up each other. With the Platinum, American Express has said, “We’re not going to compete with you on points, we’re going to beat you with perks.” The Centurion Lounge and Delta lounge access blows away what any other card offers. The Reserve just has Priority Pass. Amex is saying, “We’re going to give you an experience that no other card can give.”
Fung [who decided to downgrade his Reserve card]: In the fall of 2018, American Express ended up changing the Gold to make it very competitive for dining, which was the category that really made me keep the Reserve all this time. When I looked back in my calculations, I hit a point where I probably could justify keeping the Reserve—I was breaking even on it—but I didn’t need to keep it.
Jackson: My wife got the rose Gold [a limited-time American Express offer]. I told her, “All your friends are going to ask you about it when you pull it out.” And they did, just because of the color. They didn’t know about the spending bonus or anything.
Fung: I think the Gold card did a very good job, what American Express did, launch the card with a good spending bonus, lower effective annual fee if you count all the credits you get, the limited-edition rose-gold design. I think that was the closest we’ve seen to the Reserve.
Jackson: I don’t have the Reserve anymore. With the Gold, the dining rewards were better, and I like staying at Hyatts, so my hotel spending goes on my Hyatt card. It just didn’t make sense to keep the Reserve for me.
Fung: My decision was a little controversial … people who have a specific card don’t want to feel their choice was wrong. There are definitely people who are attached to the Reserve. For a lot of them it was their only premium card, especially someone coming out of college. When you apply for Chase and [are] approved for a $10,000 credit limit, you feel like an “MVP” when you’re just a “P.”
Jackson: In college, I was the only person with a card. Everyone else thought I was nuts chasing these sign-up offers and launching to put the entire meal bill on my card and have everyone pay me in cash. Six months ago I was at a group dinner, and everyone pulled out a metal card (a lot of them were the Reserve). Pretty much everyone had a credit card they wanted to put points on.
There’s no way there’s going to be a card launch that takes up that amount of the conversation again.
Meet your guide
Taylor Tepper is a former senior staff writer at Wirecutter covering financial products and how people use them. He has been published in The New York Times, Fortune, and Bloomberg, among others. He earned his MA at the Craig Newmark School of Journalism at CUNY, and is currently preparing for the CFP exam at the University of Texas.
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