A concert ticket is becoming the newest loyalty reward.
Marriott Bonvoy and Starbucks are growing their brand partnership with an exclusive performance from British singer-songwriter Myles Smith.
This gives members multiple ways to access a one-night-only event at the Starbucks Reserve Roastery in New York City on August 14.
The activation harnesses the momentum of last year's "One Night With Alex Warren" program, continuing a strategy that links rewards programs to experiences fans cannot easily buy.
@marriottbonvoy Something BIG is brewing. ☕️ @Alex Warren is performing an exclusive show at the @Starbucks Reserve Roastery in NYC. For just 1 Marriott Bonvoy point, you and a friend could be there. Be ready July 29th at 2pm ET/11am PT, because this 1-Point Drop is coming in hot! Limited packages available. #MarriottBonvoyMoments#OneNightWithAlexWarren#StarbucksReserveRoastery♬ original sound - Marriott Bonvoy
Instead of focusing solely on discounts or points accumulation, Marriott Bonvoy and Starbucks are making live entertainment a perk exclusive to both brands.
In this event, Smith will perform songs including "Stargazing" and "Nice to Meet You," along with tracks from his debut album, "My Mess, My Heart, My Life."
Access to the event is tied closely to membership participation.
From June 23 through July 14, eligible fans with linked Marriott Bonvoy and Starbucks Rewards accounts can enter a sweepstakes for a chance to attend.
Four grand prize winners will receive a package that includes:
- Show access
- Airfare
- Hotel accommodations
- Transportation
- $1,000 cash prize
- Meet-and-greet with Smith.
An additional 50 winners will also receive admission for themselves and a guest.
How the Brands are Amplifying the Experience
Marriott Bonvoy and Starbucks will also introduce new drinks alongside the sweepstakes.
Enter the Blue Coconut Shaken Espresso, a custom drink inspired by Smith, which will be available through Starbucks' secret menu feature in the mobile app from June 23 to July 19.
In addition, Marriott Bonvoy members can also access the one-night concert experience through Marriott Bonvoy Moments, the brand's platform for redeeming points on events.
One hundred packages will be released through a one-point redemption drop, while additional spots will be available through points-based auctions.
Lastly, the campaign will include the Marriott Bonvoy Week at Starbucks, running from July 20 to July 26.
Members with linked Marriott Bonvoy and Starbucks Rewards accounts can earn 100 Marriott Bonvoy points after making three qualifying Starbucks purchases during the promo period.
Overall, entertainment and exclusive access have become a go-to for brands to encourage participation in loyalty programs.
And by doing so, they're able to create a stronger emotional connection with consumers.
Loyalty Programs Chase Experiences
Brands are continually looking for ways to differentiate rewards programs beyond points and discounts.
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Marriott Bonvoy and Starbucks are solid examples of this.
They connect routine purchases and account linking to an event that fans cannot simply purchase through a standard ticketing platform.
The campaign offers several lessons for marketers:
- Give rewards a destination: Loyalty points become more valuable when customers can visualize what they're working toward.
- Connect daily habits to bigger experiences: Small, repeat purchases feel more meaningful when they contribute to exclusive access.
- Create multiple entry points: Sweepstakes, point redemptions, and auctions allow different customer segments to participate.
What the two have made here is a model where customer engagement goes on even after transactions are made.
It's exactly how brand loyalty is forged.
Our Take: Can Access Beat Discounts?
Marriott Bonvoy and Starbucks found a way to make anticipation part of the product.
Too many loyalty programs train customers to think in spreadsheets, racking in points to earn something they're not 100% invested in.
But when a concert is on the line, the story changes.
Both brands know the key is incentive.
Customers have to feel like their points, their Rewards accounts, and their loyalty to both brands can make them gain something exclusive.
And because of that, every coffee purchase, every linked account, every sweepstakes entry must become a narrative that leads somewhere tangible.
This is where the campaign ultimately succeeds.
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