AIR MILES, the largest coalition loyalty program in the world, offers users the ability to earn points at over 10,000 Canadian retail sponsor locations and redeem them on a wide range of products. The purpose of the mobile initiative was to provide AIR MILES Collectors with a convenient and modern way to earn Reward Miles, while giving retail sponsors an innovative way to connect to customers. The AIR MILES Reward Program App features a game called the Check-in Challenge, which is a social competition where users get points for checking-in to sponsor locations. The competitive gaming element, which includes real-time updates on the user�s position against leading Collectors, has proven to be the key to ensuring repeat usage of the app, with 6 million check-ins to date. The Check-in Challenge also leverages the sponsors� special offers and promotions, allowing retailers to connect to location-based user data through check-ins.