Velocity - the #earnbassadors
95% of people thought it was either too hard or too expensive to earn enough airline reward points to make it worth their while.
But we found a small portion of Velocity members who were earning millions of points by playing the system correctly. So instead of marketing to members who had had ignored our ads for years, we paid our members to market to other members in the one thing they wanted more of – points.
Since the other members wouldn’t listen to us, we got these members to do our marketing for us and paid them in the one thing they wanted more of – points.
Gold - Social Engagement / User-Generated Content
Merit - Social Engagement / Community Building
Gold - Integrated
Gold - Radical New Strategy
Bronze - Social Media
Shortlist - Digital/Mobile & Social Media Technique
Merit - Interactive