• by Teresa Buyikian , May 8, 2024

You don’t often see stars promoting typical customer loyalty programs, but the Hard Rock’s new loyalty program is anything but typical.

Hard Rock International, the owner and operator of over 200 cafés as well as hotel, casino and retail properties around the globe, has launched its first global loyalty program with a star-studded campaign.

Featuring soccer star Lionel Messi, EGOT-winning musician John Legend, Grammy winner Shakira, and singer/songwriter Noah Kahan, the multichannel marketing campaign is set to The Beatles’ “Come Together,” which was recorded exclusively by Kahan for the effort.

The campaign introduces the Hard Rock’s new Unity by Hard Rock loyalty program, a “one-of-a-kind loyalty program that rewards members for doing the things they love across Hard Rock's portfolio,” per the release.

The hero video, seen here, shows all the stars arriving at several different Hard Rock properties and then enjoying the activities there. Messi, walking in through a Café kitchen and high-fiving the staff, goes on to play an impromptu round of soccer in the café; a bartender serves Legend’s regular cocktail;  Shakira hits up the club; and Kahan strolls on a Hard Rock resort beach.

To commemorate the new loyalty program, the Hard Rock has launched Come Together Experiences. The sweepstakes series, available at the Unity website, awards such experiences as a trip to New York City to attend Noah Kahan's headlining show at Madison Square Garden, as well as a three-night stay at Hard Rock Hotel New York with suite accommodations, a spending allowance for food, and  a $200 Rock Shop gift card. The second sweepstakes is for a 7-day all-inclusive vacation to the Hard Rock Hotel Maldives, with air travel and transportation included.