Telstra has rolled out a new loyalty intiative called ‘Thanks’ in a bid to retain more customers with things like live music events, movie tickets and a chance to meet sporting legends among the benefits.

The first experience being offered is a walk-on move role in the latest Ewan McGregor movie Son of a Gun, while a partnership with Event, Moonlight and Village cinemas will also provide $10 movie tickets to customers.

Chief marketing officer Mark Buckman said: “We’re connecting our customers to the things they love and this new initiative rewards and thanks our customers for choosing Telstra.

“Our research indicates that our customers rate film, live music and sport among their highest categories of personal interest, so there is no better way to thank them for their loyalty than by offering experiences and benefits that fit in with their lives.

“We wanted to ensure the customer rewards were tangible, immediately redeemable and related to things that they are passionate about and we think this program hits the sweet spot on both fronts.”

Last year the telco also teamed up with the revamped FlyBuys program, and Buckman said the new format will build on that.