AirAsia Rewards partners with MiL.k for global marketing collaboration and web3 exclusive events on The Sandbox. Plans to introduce MiL.k to global users through AirAsia rewards, a travel loyalty programme with over 33 million members globally, and The Sandbox, one of the most representative metaverse platforms in the world.
KUALA LUMPUR, July 30, 2024 -- AirAsia Rewards, the loyalty programme of Asia’s leading OTA AirAsia MOVE, will be partnering with Milk Partners, the operating company of the blockchain based loyalty integration platform “MiL.k”, and “The Sandbox”, the global metaverse platform with over 5 million users globally to explore marketing opportunities in the Web3 era.
The marketing partnership announcement was attended by Nicole Tan, Head of AirAsia Rewards, Jungmin Cho, CEO of Milk Partners, and George Wong, country manager of The Sandbox Malaysia and SEA Partnerships in AirAsia MOVE’s headquarters in Kuala Lumpur, Malaysia.
Through this partnership, the three companies have committed to actively collaborate in co-marketing initiatives, targeting global users to participate in metaverse events and offering rewards to those participants.
At a glance
- Company
- AirAsia Rewards
- Announcement
- Partnership
- Location
- Kuala Lumpur, Malaysia
Key figures
- AirAsia Rewards membership
- over 33 million members globally
- The Sandbox users
- over 5 million users globally
People
- Nicole TanHead of AirAsia Rewards
- Jungmin ChoCEO of Milk Partners
- George WongCountry manager of The Sandbox Malaysia and SEA Partnerships
Products and programs
Nicole Tan, Head of AirAsia Rewards, said, "In 2022, we launched a partnership between AirAsia Rewards and MiL.k, enabling members to exchange their AirAsia points and MiL.k coins. With the extended collaboration now including The Sandbox, we expect to offer unique and innovative member engagement initiatives in the metaverse. This demonstrates our ongoing commitment to provide an enhanced and more satisfying point experience to our members.”
Jungmin Cho, CEO of Milk Partners said “We will provide the new marketing channels to the partners and develop its use case to provide real benefits to users. As much as we build more use cases, MiL.k will build great references and it will lead MiL.k to be informed and approached to global users easily.”
George Wong, country manager of the Sandbox Malaysia and SEA Partnerships, said "This collaboration is a true manifestation of the collaborative spirit in Web3. We are extremely excited that a Malaysian and regional institution like AirAsia rewards is being supported by someone as innovative as MiL.k to develop truly engaging experiences in The Sandbox. Personally, I can't wait to see what innovation this partnership between MiL.k and AirAsia rewards would deliver and it's something I believe will be looked forward to by fans in Southeast Asia and beyond."
Stay updated with everything from the AirAsia MOVE by following @airasiamove on Instagram and Threads, @airasiamove on TikTok or @airasia on X for the latest updates.
For a seamless and enhanced experience, download your AirAsia MOVE from the Apple App Store, Google Play Store, or Huawei AppGallery.
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In brief
AirAsia Rewards, Milk Partners and The Sandbox plan to collaborate on marketing initiatives and events in The Sandbox metaverse. The companies say the effort will introduce MiL.k to AirAsia Rewards’ global membership and invite users to take part in metaverse activities, with rewards offered to participants. AirAsia Rewards is described as a travel loyalty programme with more than 33 million members, while The Sandbox is reported to have over 5 million users globally. The announcement extends an existing relationship: AirAsia Rewards and MiL.k launched a points-and-coins exchange partnership in 2022. The announcement was made at AirAsia MOVE’s headquarters in Kuala Lumpur, Malaysia, with representatives from all three organizations attending.
Key takeaways
- AirAsia Rewards, Milk Partners and The Sandbox intend to pursue joint marketing and metaverse events.
- Participants in the planned events may receive rewards, according to the announcement.
- AirAsia Rewards and MiL.k previously enabled members to exchange AirAsia points and MiL.k coins.
- The announcement took place at AirAsia MOVE’s headquarters in Kuala Lumpur.
