Airline frequent flyer programmes, taking a new role, add a face

When frequent flyers like Up in the Air's Ryan Bingham and Alex Goran finish one-upping each with various 'platinum ultimate double special elite cards', their conversation turns to a new marketing approach from American Airlines' frequent flyer programme, AAdvantage, generally credited as the original FFP.

AAdvantage president Maya Leibman hosts a seemingly frank video message about recent developments in the programme. She jokingly admonishes viewers for not reading her email updates, shoes pop up in a thought bubble when she speaks of non-flight rewards, and she jokingly offers a set of Ginsu steak knives before the legal department "calls" her and says she cannot offer them. "Legal can be such a downer," Ms Leibman remarks.

The question asked is this: has American found a new non-fluff and personal way to market its cash-important FFP, or has a step into the realm of relaxed social media become a transgression?

Not discussed is the metamorphosis in role and purpose of a FFP from awarding its frequent flyers free flights to now driving revenue via numerous streams. As Ms Leibman remarks, American wants to have "a compelling rewards and recognition programme" - frequent flyer what?