AIRMILES seem to understand the true power of gamification in loyalty programs:

1. Accelerating engagement and understanding

2. Targeting the underlying drivers of loyalty program impact

3. Controlling PR related costs

Air Miles recognizes that the impact of its loyalty program is ultimately driven by earning and spending rates.   Any loyalty specialist will tell you that when both rates go higher, the ulitmate winner is the loyalty factor

By creating a competitive element between members, Air Miles will drive check-in (and hence visits) to its sponsor locations -- a key driver of earning levels.  What’s best about this effort is that it is driving engagement among the best members -- often not the focus of companies -- despite it being the highest likely ROI in terms of business value.

All this is achieved by gamification which offers much higher visibility while keeping costs per impression lower (without impacting good will)