Sunday, October 19, 2008

are rewards the new 'free'?...

I must admit this slipped past my radar until recently.
Nectar, the UK supermarket loyalty card sceme, now gives you music 'free' as rewards.
Perks are the new free...or what trendwatching call perkonomics

'A new breed of perks and privileges, added to brands' regular offerings, is satisfying consumers’ ever-growing desire for novel forms of status and/or convenience, across all industries. The benefits for brands are equally promising: from escaping commoditization, to showing empathy in turbulent times.'

For certain artists and genres the 'perk' model suits better than the 'free' model of radiohead, prince et al.
The music is free but manages to retain it's 'value' in what could be described as a slightly jaded market of free everything (ie free just means 'worthless').
And i'm still trying to work out where this sits in Chris Andersons 'four kinds of free'.

For added value, fans who downloaded Dido's free track ‘Look No Further’ are entered into a prize draw to win a VIP trip with 4 nights accomm to a playback of her new album in NYC.

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