If bankers can reward you for using their bank, why shouldn’t beer brands reward you for drinking their beer? That’s the message from Publicis Machine, which recently initiated South Africa’s first always-on rewards programme aimed at beer drinkers, in collaboration with Miller Genuine Draft.
Launched in June this year, Miller FreshBucks rewards loyal consumers with 10 FreshBucks for every beer purchased. Loyal consumers can earn enough FreshBucks to buy top up airtime and data bundles, iTunes vouchers, trendy urban gear from Dirty Collective, coupons from taxi and personal driving services SnappCab or Uber, and tickets to South Africa’s freshest social events including Homecoming Picnic’s outdoor gatherings and Pop Bottle’s latest party experiences.
“Everyone loves to get something for nothing, particularly in these tough economic times. But if you’re going to jump on the loyalty bus, it’s essential to keep it simple and relevant. No cards, no complicated algorithms for redemption, and rewards that really count,” says Gareth McPherson, executive creative director, Publicis Machine.
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