Facebook + coffee + big rewards = a surefire way to engage Filipino netizens. MRM Philippines and client Nestle recently teamed up to create the country’s first ever loyalty rewards programme housed on Facebook. Called ‘Nescafe Points’ this innovative rewards scheme provides big incentives via simple mechanics, currently generating further growth to Nescafe Philippines’ 480,000-strong Facebook community.
Nescafe Points allows participants to earn corresponding points for every online interaction with the brand’s Facebook page and apps. Registering, inviting friends, sharing activities on walls, answering fun questions bring in points that can be used to redeem premium items. At the end of each month, gadgets like Samsung Galaxy Tabs will be given to the registered user with most points and at the end of the year the most active participant will get an all-inclusive holiday to exotic Boracay in the Philippines.
The first promo under Nescafe Points is the Nescafe 3in1 My Choice launched on Facebook in early July which featuring an app where one question was posed per day with three amusing possible answers. By answering these quizzes, users accumulated points in the process. Apart from that, when he answers all 60 questions, his choices will determine which Nescafe 3in1variant suits him the most.
Hundreds of likes per post, positive comments and a growing Facebook fan base each day reveal that the campaign is off to a great start. Wavematrix.com’s tag cloud reveals that “The app has succeeded in engaging consumer interest as they ‘love’ the concept and want to ‘join’ and get others involved so they can enter the ‘promos’.”
MRM is the digital relationship marketing discipline of McCann Worldgroup. It is solidifying its foothold as the digital authority in Philippine marketing, as demonstrated with initiatives like the proprietary tool Digital Brand Health – the sum of all the Conversations brands experience on the Internet- leading clients to strong Digital Brand Vitality. MRM is the digital AOR of Multiply and BPI, and is currently managing digital projects for Coca-cola, Nescafe, Jollibee, Petron & Ayala Malls.
