CASE STUDY: airBaltic and Nike use customer loyalty scheme app
Provided by Contagious Communications Ltd.
BalticMiles and Nike+ style app encourages customers to get fit by rewarding their calories burned with frequent flyer miles
What was the Challenge / Background of the Campaign?
BalticMiles wanted to combat laziness and motivate their members to overcome one's weaker self during spring 2013, after a long and cold winter and position itself as an innovative members programme.
What was the Campaign Objective?
To encourage frequent flyers to build the brand into their travelling routines by getting them to use the app after every flight, and is a clever way for airBaltic to spend time with its target audience when they are not actually in the sky.
What was the Solution?
The Burn the Miles app asks flyers to exercise and burn as many calories as the miles they've flown in return for loyalty reward points. The app, by MRM Germany, syncs with existing training technology such as Nike+ and Jawbone UP or logs training itself, and can be shared via social media. Users have 24 hours after landing to burn off the required number of calories and maximise returns.
So, if you've just flown 1,044 miles, the app challenges you to burn 1,044 calories, and the points gained can be used with any of the rewards programme's 3,000 partners.
What were the Results?
Several hundred selected frequent flyers took part within in the first month and burned more than 200,000 calories. After the first launch, BalticMiles open the platform for non-flyers by burning all earned bonus points within a month. The airline will also add an ranking feature to the app so travellers can compare their workouts across social media to drive brand awareness.
What were the Key Learnings of this Campaign?
The app bolts a true reward onto the badge-earning prize promise of many training apps, and rewards travellers for keeping a better balance between their work and leisure life. By doing this, it can raise awareness that the airline's loyalty programme also benefits customers during leisure activities.
The brand is also trying to encourage frequent flyers to build the brand into their travelling routines by getting them to use the app after every flight,a clever way for airBaltic to spend time with its target audience when they are not actually in the sky.