MRM Philippines Launches First Facebook Rewards System via Nescafe Points

Facebook + coffee + big rewards = a surefire way to engage Filipino netizens. MRM Philippines and client Nestle team up to create the country’s first ever loyalty rewards program housed in Facebook. Called Nescafe Points, this innovative rewards scheme gives big incentives via simple mechanics, and is currently generating further growth to Nescafe Philippines’ 470,000-strong Facebook community.

Nescafe Points allows participants to earn corresponding points for every online interaction with the brand’s Facebook page and apps. Registering, inviting friends, sharing activities on walls, answering fun questions bring in points that can be used to redeem premium items. At the end of each month, cool gadgets like Samsung Galaxy Tabs will be given to the registered user with most points. At the end of the year, the most active participant will get an all-inclusive holiday to Boracay.

First promo under Nescafe Points is the Nescafe 3in1My Choice, launched early July. Within the page is the app wherein one daily question can be answered from three amusing choices. Each user can answer once a day- accumulating points in the process. Apart from that, when he answers all 60 questions, his choices will determine which Nescafe 3in1variant suits him the most.

Hundreds of likes per post, positive comments and a growing Facebook fan base each day reveal that the campaign is off to a great start. Wavematrix.com’s tag cloud reveals that “The app has succeeded in engaging consumer interest as they ‘love’ the concept and want to ‘join’ and get others involved so they can enter the ‘promos’.

According to Donald Lim, MRM Philippines Managing Director, “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.”

MRM is the digital relationship marketing discipline of McCann Worldgroup. It is solidifying its foothold as the digital authority in Philippine marketing, as demonstrated with initiatives like the proprietary tool Digital Brand Health- the sum of all the Conversations brands experience on the Internet- leading clients to strong Digital Brand Vitality. MRM is the digital AOR of Multiply and BPI, and is currently managing digital projects for Coca-cola, Nescafe, Jollibee, Petron & Ayala Malls.