AirAsia Unveils a Unique Metaverse Experience to Enhance Loyalty with the BIGGIE Wonderverse
AirAsia is taking the lead in transforming loyalty programs by launching the innovative ‘MiL.k X BIGGIE Wonderverse’ game, in collaboration with Milk Partners and The Sandbox. This groundbreaking initiative allows users to earn real-world rewards in a dynamic digital environment, bridging the gap between the metaverse and tangible benefits.
Inspired by BIGGIE, the mascot of AirAsia Rewards, the game features gameplay elements derived from the BIGGIE Wonderland mini-game found on the AirAsia MOVE app. Players embark on a quest to complete tasks within the vibrant Sandbox metaverse, collecting Milk Coins—valuable in-game assets that can be exchanged for various digital rewards. These rewards include virtual AirAsia points, virtual passports, and virtual boarding passes. Once players complete all tasks, they receive Milk Coins, SAND Tokens, and AirAsia points that can be used throughout the AirAsia MOVE ecosystem.
This launch is a key component of MiL.k’s broader strategy to expand its blockchain-based loyalty ecosystem, which already boasts partnerships with renowned brands such as SK OK Cashbag, Lotte L.Point, CU, Megabox, and Yanolja. AirAsia Rewards enhances the travel and lifestyle offerings of the AirAsia group, encompassing airlines, online travel agents (OTAs), logistics, aviation services, e-commerce, financial services, and more.
The Sandbox, a prominent global metaverse platform with over 6 million users, provides a unique space for creating engaging games and generating revenue. Through this collaboration, AirAsia Rewards and The Sandbox aim to enhance MiL.k’s ecosystem, fostering new global partnerships and enriching the user experience.
As the digital landscape evolves, AirAsia is committed to innovating its loyalty offerings, making it easier and more rewarding for users to engage in both the physical and digital realms. With the MiL.k X BIGGIE Wonderverse game, AirAsia is redefining the loyalty experience, allowing users to earn exciting rewards while enjoying a captivating metaverse adventure.
Jungmin Cho, CEO of Milk Partners, said “Following our successful collaboration event with CU, we are happy to announce the next event with AirAsia rewards. Through this partnership, for partners, we are providing a new marketing channel on metaverse and for users, we are expecting to share the fun experience and real benefits.” He added, “We will continue to explore various opportunities with global partners across diverse industries.”
Nicole Tan, Head of AirAsia rewards, said, “Since announcing our strategic partnership with Milk Partners and The Sandbox in July 2024, we are thrilled to introduce this exciting milestone with the launch of ‘MiL.k X BIGGIE Wonderverse’. This collaboration marks a major step in merging digital and real-world rewards, delivering an engaging experience to our global community. We believe the innovative engagement opportunities in the metaverse will showcase our commitment to delivering a more enhanced points experience for our members. We will continue to work closely with Milk Partners to expand the global rewards ecosystem through The Sandbox, and pioneering fresh opportunities in Web3 for users worldwide. ”
TTW
