BalticMiles, the independent loyalty program of airBaltic, has won the Global Technology Innovation Award at the Loyalty 2013 awards in Dubai. They'd created the "World's first crowdsourced tier", which received over 450 recommendations and 6000 comments when frequent fliers were asked to come up with a new tier. Key recommendations were implemented and that got them the award.
More here:
http://bit.ly/balticmileswin
Have other airlines tried to do anything similar with loyalty programs? I know they make a lot of money from loyalty, so engaging travelers like this probably makes good sense.