MediaCorp is Singapore largest media company owning 7 TV and 13 radio channels as well as part of the free newspaper Today and various on line properties. It has just launched a highly innovative and mobile friendly loyalty scheme to reward customers for interacting with their content and marketing.
Coming under greater pressure than ever from competing content whether on line or on TV MediaCorp is tapping into the fact that Singapore residents have more smart phones per capita than anyone else in the world and they are a hot bed of technology innovators and early adoptors.
The new loyalty initiative is named MeClub which if you come from Newcastle in the UK, as I do, actually sounds even better with “like” after it and is normally used in relation to the Toon Army (as in "that's me club, like"…I digress… It rewards customers for watching and interacting with MediaCorp assets. The really magical thing about it is that they are using the mobile QR codes to track and reward. They are actually using the QR codes for something useful! http://www.meclub.sg/
MediaCorp will use specific QR codes on specific media/content. Just by watching MediaCorp TV channels, reading MediaCorp’s Today newspaper, their on line channels, looking at MediaCorp magazines and even seeing their outdoor TV adverts and then using the special mobile app to photograph the specific QR code on all the aforementioned media customers will be rewarded for doing so. Customers will in effect be rewarded for interacting loyally with all Media Corp assets.
The radio stations will read out codes and encourage people to go to their website to snap the QR code on their related website. Pass codes will also be read out on TV and in other mediums to compliment the QR code generated codes.
If people do not have a smart phone they can still generate points by entering surveys and listening for codes to be read out.
Each time a QR code is snapped a certain number of points will be awarded to that person’s account. Points are given out in varying amounts depending upon MediaCorp’s priorities and marketing priorities.
The list of rewards are not the usual offers from well know retailers and travel brands they are all distinct to MediaCorp. They include lunch dates with celebrities, backstage passes meet and greets with stars, concert tickets, studio and event tickets along with DVDs and other MediaCorp friendly prizes. Effectively all the prizes are self generated and all are exclusive to MediaCorp and therefore to MeClub.
I am sure that media brands throughout the world like News Corp will be looking at MediaCorp and seeing how this loyalty scheme increases viewing and interactions. I am sure that MediaCorp will also being seeing how this can then be used commercially to prove to advertisers and commercial partners customer loyalty and also how many times people interact with any marketing or content they own and therefore a commercial message.