Barclaycard is employing iPhone games and Facebook competitions, as well as more conventional TV spots, for a Christmas advertising campaign.
The card firm has begun airing an ad in the UK which features a monkey called Mr B - voiced by actor James Corden - helping a father pick a toy for his child. The dad then buys a gift by tapping the Barclaycard PayTag sticker attached to his phone against a contactless reader.
The firm has also built a free augmented reality iPhone game featuring Mr B and his friends Chomp the dinosaur and Mike the robot, which uses skin tracking technology to come to life in the player's hand.
Meanwhile, people who like the company on Facebook and answer a trivia question are being entered into a draw to win one of three iPhone 5s. Anyone can enter but Barclaycard customers will be in line for a further £250 in iTunes vouchers.