BMI Baby bring out an innovative new loyalty scheme that's nothing like a loyalty scheme.

10 May 2011

bmibabylogoYou've got to hand it to those marketing bods at BMI Baby. Not content with aiming for the forefront of cutting edge digital marketing techniques, they have tried so hard to get in on the  social media whirl, that they have fallen off the edge.

In a first, and quite possibly the last, for the European airline industry "bmibaby is integrating location based network Gowalla  into its communications to create a unique customer loyalty reward system where bmibaby customers will have the chance to be rewarded for their loyalty each time they fly with the low cost airline." Intrigued?

Well, the system works like this:

Step one: Arrive at airport
Step two: Download the Gowalla app, compatible with iPhone, Andriod and blackberry phones
Step three: Search your nearby ‘Spots’ and check in at bmibaby check in desk
Step four: Whenever you fly with bmibaby be sure to check in at the bmibaby check in desk to be in with a better chance of winning the monthly rewards!
Step five: When at your final destination use the Gowalla app to learn more about the city around you, document and update your friends and family on your adventures! Don’t forget to keep your eyes peeled for bmibaby Gowalla tours coming soon in Belfast and other European destinations TBC

So basically, rather than a Tesco-style loyalty card, or even a BA frequent flyer card, where you can accumulate points the more you fly, bmibaby are offering you the opportunity of playing an alternative foursquare game, with the chance to win a free flight once a month. I wonder how much Gowalla paid for that.

But don't worry, that's not *it*. Oh no. In the near future bmibaby is looking to incorporate a pin reward for the most loyal fliers whereby bronze, silver and gold pins will be rewarded to passengers who check in frequently. We literally just can't wait*.

To be fair, entry into a draw to win a free flight is better than no entry into a draw, and if you have nothing better to do at the airport, then why not. But we don't think it's gonna take off.

* because we have better things to do with our lives.

4 comments

  • VAT
    Sounds too complicated and involved. I'd rather just have 25% off all flights to be honest.
  • Al
    I agree that it's a load of rubbish however, they still have their proper loyalty scheme (Diamond Club) which earns flights (albeit slowly). This is just some social media web 2.0 rubbish.
  • Llama
    "Step five: When at your final destination use the Gowalla app to learn more about the city around you, document and update your friends and family on your adventures!" And pay £10000 in roming data charges.
  • RNIB s.
    [...] also use a Gowalla smartphone app to run their loyalty scheme. This sounds like a great, innovative idea. However, is that app, in [...]

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