Mil.k partners AirAsia rewards and The Sandbox to engage consumers in the metaverse

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Blockchain based loyalty integration platform Mil.k has partnered with travel rewards programme AirAsia rewards, as well as global metaverse platform The Sandbox. The collaboration aims to advance the Web3 era through fostering cooperation among the different industries.

Milk Partners, the operating company of Mil.k, said it plans to introduce MiL.k to global users through AirAsia rewards and The Sandbox, and by using its use cases to fulfil differentiated marketing activities.

Don't miss: The Sandbox partners Hanjin Tan to unveil new metaverse collab

The three companies will target global users to participate in metaverse events and offer rewards to those participants through co-marketing initiatives.

According to Milk Partners, the three companies were chosen on the basis of reliability and presence as the innovation model in the loyalty market. MiL.k also previously partnered AirAsia rewards back in 2022, enabling members to exchange their AirAsia points and Milk Coins.

"With the extended collaboration now including The Sandbox, we expect to offer unique and innovative member engagement initiatives in the metaverse. This demonstrates our ongoing commitment to provide an enhanced and more satisfying point experience to our members,” said Nicole Tan, Head of AirAsia rewards.

MiL.K also previously collaborated with The Sandbox for the recent launch of 'play CU X MiL.k'. The collaboration enabled MiL.k users to find hidden Milk Coin assets on the Seoul metaverse.

The Sandbox's portfolio of other major global companies includes titles such as Adidas, Warner Music Group and Gucci. It aims to provide immersive blockchain experiences to users and supports them to freely generate profits through creations.

"This collaboration is a true manifestation of the collaborative spirit in Web3. We are extremely excited that a Malaysian and regional institution such as AirAsia rewards is being supported by someone as innovative as MiL.k to develop truly engaging experiences in The Sandbox. Personally, I can't wait to see what innovation this partnership between MiL.k and AirAsia rewards will deliver and it's something I believe will be looked forward to by fans in Southeast Asia and beyond,” said George Wong, country manager of the Sandbox Malaysia and SEA Partnerships.

Jungmin Cho, CEO of Milk Partners said: "We will provide new marketing channels to the partners and develop its use case to provide real benefits to users. As much as we build more use cases, MiL.k will build great references."

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