Midwest Ties Bonus Miles to Baseball Scores

Members of the Midwest Miles program will be rooting for the airline's home team this summer, even if they're not baseball fans or Milwaukee Brewers supporters.

That's because Midwest is awarding double miles for any Midwest flight completed on a day the Milwaukee Brewers win. That's right: If the Brewers win, all Midwest Miles members who are registered for the "Two for Won" promotion will earn double miles on any Midwest flight that day.

According to the Brewers' website, the team will play 162 games during the regular 2009 season, which runs from April 7 through October 4. Last year, the team won 90 games and lost 72, translating into a winning average of about 56 percent for the season. That gives you some idea what the odds are of earning double miles on any given game day.

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As marketing incentives go, this is a decidedly odd egg. Because the bonus is tied not only to flying on Midwest but to a second factor out of the traveler's control—whether the Brewers play and win on the day of the flight—the offer isn't likely to have a significant influence on consumers' behavior.

I'm filing this one under "Novelty Promotions," and commending Midwest for injecting a bit of levity into the travel industry's current gloom and doom.

Still, for anyone planning to fly Midwest during the promotion period, it's certainly worth taking the time to register for the offer. You could earn double miles. And worst case, you'll spend a few extra minutes attuned to the day's baseball scores.

Batter up!

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