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Air Miles Entices a Younger Demographic with a Points Card Promotion

As part of a way to celebrate the 10 million active members who use already use its points card, Air Miles set up a huge promotion for its Mega Miles Contest.

This involved a Smile Booth, which would have cardholders stand in front of a booth installed at participating retailers, smile and flash their card for a chance to have thousands of reward miles added to their card—enough to be cashed in for flights or home appliances.

As much as Air Miles is a family-friendly program, these Smile Booths were set up in the hopes of appealing to a more youthful demographic as well. Since accumulating rewards points on a loyalty card can be a slow process, this makes use of the card instantly gratifying, especially to a Millennial audience.