Cathay Pacific using blockchain for rewards campaign

Cathay Pacific engaged Accenture to incorporate blockchain into its latest rewards campaign (Image Flightlevel80 / iStockPhoto)

Cathay Pacific has teamed up with professional services company Accenture to launch the airline's first application of blockchain in a marketing campaign.

Blockchain is being used to power the platform and mobile application for a new dining promotion by Cathay Pacific's rewards program Asia Miles, known as Unlock More Miles.

Leveraging blockchain, the promotion will allow members to have miles earned credited to their accounts within next day.

Blockchain is also providing Asia Miles partners with a single data source for managing account activity, which will minimize back office administration for the program and allow Asia Miles, partners and members the ability to manage rewards in near real time.

Transaction history will be transparent between Asia Miles and participating dining partners, and data fulfilment procedures can be automated to further improve efficiency.

The mobile app was designed by Cathay Pacific and Asia Miles and delivered by Accenture.

“Blockchain is helping industries across the globe to transform their workflows, making complicated business processes run more smoothly and efficiently, including enabling quick and seamless transaction settlements,” Accenture managing director Peter Yen said.

Asia Miles CEO Stephen Wong added that the company is keen to extend the blockchain initiative to other marketing campaigns across its partner network in the near future.