Microsoft has teamed up with Alex James – bass player in Blur and all-round media chap – to launch a social rewards scheme for WP7.
Called into, the scheme is based on consumers scoring points for actions such as Facebook Likes, Facebook shares, Tweets, and inviting friends to join the into scheme.
The Facebook element of the scheme is now live, while Microsoft says that an accompanying app is due out soon.
The scheme aims to reward consumers for doing social things on their Windows phone. In the first weeks of the scheme, consumers will get exclusive content from Alex James and other artists, as well as special offers from designer fashion company Coggles.
There is also a competition to win an arctic holiday for two people to Finland, as well as two new Nokia Lumia 800 Windows Phones, and tickets to the debut into insider social – an event hosted by Alex James on 5 December. 
The app also features a reward for consumers who evangelise the Windows Phone OS to their friends. Users can earn extra rewards by passing their phone to a friend, and showing them a demo of Windows Phone in action. After the friend has inputted their Facebook details, the demo runs as if the device was their own phone, says Microsoft.
Nick Hedderman, head of consumer marketing for Windows Phone UK says: “Into by Windows Phone creates an exciting opportunity for people to unlock and share amazing adventures and were delighted Alex James will be leading into by Windows Phone.”
Alex James, creative consultant for into by Windows Phone says: “By providing such a personalised experience, Windows Phone draws in all thats important to me; my hobbies and all my interests, and the ability to keep in touch and share everything I care about with everyone I care about. Im delighted to be partnering with into by Windows Phone.”
