The American Express Butterfly Card is a standard credit card that’s available to members of AMEX’s Gold Card members. What makes it so special is that it folds in half, letting you store it inside of a svelte, metallic case the size of a keychain.

You can tell by the pictures below that the Butterfly Card is meant to be some sort of status symbol. And of course, who doesn’t have friends who would be impressed by a folding piece of colored plastic?

At the end of the day, it’s probably nothing more than a gimmick, but as we’ve seen time and time again, gimmicks can take off if properly managed.