Nescafé Dolce Gusto is inviting its UK and Irish fans to join The Pod hub on Facebook, where they can trade their virtual activity for virtual and real rewards. The application lets users become “Podsters” and complete the fun challenges to earn stamps for their virtual coffee card.

This is the first time the coffee brand raises awareness of its product in the “virtual rewarding” way. To start the experience, consumers are invited to “unlock this content” on the digital wall, full of Instagram pictures.

“The objective of the Pod is to drive advocacy of the Nescafé Dolce Gusto brand via our super fans. We are really excited about the initial response to The Pod and are already seeing a huge wealth of brand content being shared by consumers,” Laura Muirhead, Brand Manager at Nescafé Dolce Gusto. “Our aim is to build the content and engage with our fans to share it across their networks, spreading the word for Nescafé Dolce Gusto and ultimately driving brand awareness and sales.”