eBay created an online auction site for a hotel loyalty program and said it will set one up for Dr. Pepper/Seven Up this summer.

Priority Club Rewards, the hotel industry's first guest loyalty program, has launched an online auction site for its members. Developed by the BEN Marketing Group in conjunction with eBay, the Priority Club Rewards Auction allows members the opportunity to bid with program points on everything from tickets to exclusive events and concerts, electronics, sporting equipment and memorabilia. Many of the same features found in eBay's auction process have been incorporated into the Priority Club Rewards Auction site, including automatic email notification to winning and losing bidders, personalized auction account activity and a real-time bid history for every auction item.

eBay will also set up an auction site for Dr Pepper/Seven Up Inc. The "Liquid Loot" online consumer loyalty program debuts in June 2003; consumers who purchase specially marked Dr Pepper/Seven Up products, will be given special codes that can be redeemed for points on the site. The points are deposited into Liquid Loot accounts where consumers can then use the points to bid on special prizes and awards in an auction-style process.

In addition to select Dr Pepper/Seven Up merchandise, consumers will be able to bid on a variety of special music and entertainment-related items, such as CDs, concert tickets and other prizes.

Last April, auction-management company FairMarket was awarded an exclusive deal to run eBay loyalty marketing programs for third parties. eBay helped Burger King test a loyalty program in 2002 using an online auction site. The program was cancelled on November 22, 2002.

http://www.priorityclub.com/auction

http://www.LiquidLoot.com

http://www.bkrewards.com