Nescafé Philippines have just launched a points programme through a Facebook app in a bid to drive Brand engagement and loyalty across its younger Facebook loving demographics. MRM (Part of McCann Worldgroup) launched the innovation within the Facebook channel to take advantage of the 442,000 fans already engaged and reduce the shift towards the high-street coffee chains springing up.
The mechanic of the campaign is to collect Nescafé points and redeem them for Brand related gifts – users are rewarded with points for sharing the application and answering daily ‘amusing’ questions via the ‘Nescafe My Choice App‘. The whole experience uses a gated ‘like’ page (requiring a person to like the group) guaranteeing that their fan base will grow through the campaign.
Overall i’m impressed by the way that the app has been put together, very slick, seemless and engaging – I especially like the ‘Rewards’ sections which contains the items that you can claim with your points delivering a F-Commerce functionality in affect. Some of these include limited edition items like ‘Only 100 T-Shirts left – 100 points’ to get people really engaged and contributing.
As a final pull they are offering one lucky points collector a holiday to Boracay – I would if this counts for people outside of the Philippines :-p
Check it out in the flesh – http://www.facebook.com/nescafe.ph?sk=app_203312576374903