Bolt, a prominent ride-hailing company in Nigeria, has announced a special initiative to reward its most frequent users. The company has gifted top riders with premium items such as AirPods and iPhone 17 Pros, as disclosed in a recent statement to Technext.
These select riders were identified based on their consistent app usage and frequent travel with Bolt throughout the past year. The rewards were intended to acknowledge their loyalty and patronage.
“January usually comes with long to-do lists and ‘back to reality’ energy. But for a few Bolt riders, the year started with a surprise they definitely didn’t see coming. Recently, Bolt rewarded some of its most active riders with premium gifts like AirPods Pro, an iPhone 17 Pro, and festive hampers,” the statement read.
The company clarified that these gifts are an extension of its "12 Rides of Cheer" campaign, which concluded late last year. During this nine-day campaign, riders received spontaneous surprises, including ride promo codes and festive hampers, simply for booking rides as they normally would. The initiative was designed to be straightforward and enjoyable for participants.
Although the campaign commenced towards the end of the previous year, Bolt emphasized that its core objective was not solely seasonal. The primary aim was to recognize riders who consistently utilized the service throughout the year for various needs, ranging from airport transfers and late-night trips to quick errands and daily commutes.
“Some of the riders who received gifts admitted they didn’t even know something like this was coming. One minute you’re booking a ride, the next thing you know, someone is calling you about an iPhone,” the company shared.
Bolt Focuses on Building Rider Loyalty
Bolt has recently intensified its efforts in loyalty and reward programs, though historically, these initiatives have primarily targeted drivers. In 2020, the company launched the "Drive for a Prize" campaign, which aimed to reward loyal drivers with prizes totaling up to N50 million.
This campaign was described as a driver support initiative, underscoring the company's ongoing commitment to recognizing and appreciating service excellence. The eight-week campaign offered drivers a variety of prizes, including home appliances like new televisions and mobile phones.
More recently, in 2024, Bolt introduced the Bolt Rewards Program. This program provides drivers with discounts on fuel and insurance. The fuel discount was particularly relevant in light of the increased fuel prices following the removal of fuel subsidies, aiming to help drivers manage essential operating costs.
The insurance discounts were introduced to assist drivers in covering any unexpected repair expenses.
While these programs have predominantly benefited drivers, Bolt now appears to be shifting some focus toward strengthening its relationship with riders. The company stated its intention to continue exploring avenues for acknowledging users who remain loyal to the platform, whether through surprise campaigns or ongoing perks.
“Because sometimes, moving around the city can come with more than just a ride,” the company concluded.