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July 10, 2014

Mike’s Hard Lemonade Takes Customer Rewards To An Extreme

Freaky Friday

A new standard was recently born for loyalty rewards programs when for a time,  Mike’s Hard Lemonade became Paul’s Hard Lemonade. The Illinois man certainly had no idea when he clicked on the “Like” button that he was their one millionth fan, or what he was setting in motion, and that one hot June day the brand would be his. Paul was beyond shocked when company representatives rolled up to his workplace to surprise him with t-shirts, a cake, and his very own six-pack, all emblazoned with his name, as was the van they were driving in.

Their Facebook announcement read: “Meet Paul, our ONE MILLIONTH fan! To celebrate, we’re changing our name to Paul’s Hard Lemonade and giving away some sweet swag to our fans! A million thanks to Paul and everyone who’s made mike’s who we are today.” Sweet swag is exactly what Paul got, and a pretty sweet story to tell his grandchildren too. As far as customer rewards go, this was a pretty good one.

How far should a brand go to reward customer loyalty? And would this keep customers coming back for more? It seems to have met with universal approval, as far as the comments on their Facebook page go:

mike's hard customer response 1

mike's hard customer response 2

mike's hard customer response 3

It’s all about making the brand a home for customers. People want to go where everybody knows their name and this  move makes it seem like the people of at Mike’s Hard Lemonade certainly do.