I had totally slept on this, but luckily was shown it today in a meeting.
Entertaining and effective loyalty idea from this Guatemalan shoe store Meat Pack:
Insight: Most brands and companies are struggling with the top-of-mind. Consumers are promiscuous among brands. There are not many monogamous relationships with brands. If you are able to make your customer think about your brand, when they are shopping around, you are already having the upper hand. If you are able to make them come out running from that same competitor store, you are most likely winning.
Other lesson: If you are challenger brand, you should act like challenger brand. Although you might offend certain big players, your fans will just love you more.