Justin Jarvinen of Naperville has created a new platform that can be used by companies to track how their brand is mentioned online by consumers and allow those consumers to earn entertainment options as rewards.
Jarvinen, founder and CEO of Chicago-based BCKSTGR, said the first business to use the platform is United Airlines, which will allow its MileagePlus members a chance to earn exclusive experiences and other rewards as their posts about that company are tracked on Twitter, Facebook, Foursquare, Google and LinkedIn.
While United is the first major business to use the platform, which can be found at www.bckstgr.com, other businesses likely will be using it soon, Jarvinen said.
"Any brand or business, a restaurant or a store, can all get involved in this and provide experiences for consumers," he said.
BCKSTGR started in October 2011 with $2 million in seed money and has nine employees, he added.
He's touting the platform to a variety of companies, so they can create their own virtual currency, like United does with its mileage program. Other businesses could do something similar, he said.
In the United case, consumers can use award miles to bid on special experiences and entertainment events, such as private dinners with celebrity chefs, backstage passes to concerts, rounds of golf at prestigious clubs and other events.
"If you engage that brand, it triggers the technology and tracks how you mention it in social media," he said.
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• Follow Anna Marie Kukec on LinkedIn and Facebook and as AMKukec on Twitter. Write to her at firstname.lastname@example.org.