Entitled 'Nescafé Points', the rewards scheme enables participants to earn corresponding points for every online interaction with the brand's Facebook page and apps. Activities such as registering, inviting friends, sharing activities on walls, and answering fun questions each bring in points that can be used to redeem premium items.
At the end of each month, gadgets like Samsung Galaxy tablet computers will be given to the registered user with the most points. At the end of the year, the most active participant will get an all-inclusive holiday to Boracay.
The first promotion under Nescafé Points is the Nescafé 3-in-1 'My choice', an amusing quiz app that promises to determine which Nescafe variant suits them best.
“This campaign is an example of MRM’s take on digital — that it is all about conversations between relationships. Brands are not meant to disrupt conversations, rather, find a way to fit in. Then that’s when real engagement begins,” remarked Donald Lim, managing director of MRM Philippines.
MRM Philippines also manages digital projects for Coca-Cola, Jollibee, Petron, Ayala Malls, Multiply and the Bank of the Philippine Islands.