Passengers using Manchester Airport and a number of other travel hubs can now take advantage of bmibaby's new social media loyalty scheme.
The airline will now reward its customers for flying with it by featuring location-based network Gowalla in its communications.
Customers have the opportunity to register their flights both before and after they take off with Gowalla and will then be included in a prize draw to win a pair of flights.
The airline is also planning to develop a pin reward, so that flyers will be awarded bronze, silver and gold pins, with new rewards corresponding to each.
"We are pleased to be working with Gowalla on this customer reward scheme. At bmibaby we embrace new social media initiatives. We believe this is a fun way in which we can offer our customers something extra," Julian Carr, managing director of bmibaby, said.
In addition, the airline plans to run two routes to Chambery and Toulouse from East Midlands Airport in winter 2011.