The 'In good company' scheme, which launches this week, promises Npower's residential customers competitions and discounts from participating brands.
The first phase of the programme will include free coffee vouchers for Caffe Nero, competitions to win a £2000 voucher for use at electricals retailer Comet, tickets to games in the Football League, which Npower sponsors, and day passes to National Trust sites. Consumers will have to visit an 'In good company' microsite to redeem offers.
The scheme will be updated every three months, with different brand partners showcased each quarter. A separate SME programme will also be rolled out.
Npower provides energy for brands including Cineworld, Strada, Marks & Spencer, Pret A Manger and Argos, and is believed to be in discussions with several of these about potential special deals.
'In good company' will be made available initially only to new Npower customers, who will receive a pack with details.
The aim is to extend the rewards programme to an estimated 500,000 customers by the end of the year, and eventually to Npower's UK customer base of nearly 7m.
The scheme is being overseen by Npower's head of customer loyalty, Patrick Harvey, who said the energy company can benefit from the existing goodwill that consumers feel toward some of the businesses it supplies.
'By promoting these recognisable companies to consumers, we can use the trust they have in these brands to increase engagement with residential customers, ensuring greater customer retention and giving added value to their relationship with us,' he added.
The launch comes as Npower restructures its marketing operations, resulting in the departure of long-serving marketing director Kevin Peake earlier this month (Marketing, 10 August).
The brand is splitting its business into three teams: domestic markets, SME markets and industrial and commercial markets ahead of a potential sale by parent company RWE.
While the restructure is taking place, marketing is being overseen by Joanne Ragdale, formerly head of energy marketing at Npower.
This article was first published on marketingmagazine.co.uk