Here are examples of more atomic rewards moments which deliver Mu. (The one thing to remember is that these rewards are for attention and engagement, and not for transactions.)
- An FMCG company could reward anonymous buyers for identifying themselves by clicking on a QR code or simply giving a missed call
- A butter-and-cheese products company could reward a click on the QR code and checking out the recipes page
- A newspaper company could offer Mu for answering a couple questions about the top stories of the day – so they know which headlines caught the reader’s attention
- A TV entertainment company could offer Mu for answering a couple questions on which ads were seen in the latest episode
- An OTT company could incentivise me to answer a couple questions at the end of the latest episode – to make sure I watched it in its entirety. For example, I have been watching the Agatha Christie Poirot and Marple series on SonyLiv. At the end of each episode, I could be asked a couple multiple-choice questions on who the killer was and what the motive was. It makes me pay that much more attention to the episode, and potentially increases the chances that I will not only renew my subscription but also recommend the series to others.
- A pen company could offer Mu for spending 2 minutes to use one of the pens to write a few sentences on a page so a potential buyers gets a sense of the actual experience
- A brand launching a new product can reward those willing to sample it and provide feedback
- A pharma or insurance company could offer rewards for timely consumption of the prescribed medication
- A WhatsApp admin could offer Mu for taking actions on the messages – reading the message, watching a video, or forwarding it
- A new joinee in a company could be rewarded for maxing a survey after watching a product training video
- A B2B SaaS company could offer Mu for a prospective buyer to provide time to listen to a product pitch
- A market survey firm could reward respondents with Mu for answering their questions
These are just a few examples. In each of the cases, a cash reward could appear, well, cheap. But that same offer made as Mu could be quite enticing.
Be it prospects or existing customers, all it needs is creative marketers to think of moments which when laced with atomic rewards in the form of Mu could build a bridge to previously anonymous customers, strengthen the relationship with existing customers, and increase the likelihood of future transactions. These ‘empty’ moments when filled with rewards could be a trigger for the actions that marketers want but have no way to incentivise. The digitisation of rewards combined with instant gratification together have the ability to transform attention and engagement.