How about a loyalty program with a difference, offer customers an equity certificate in The Buzz to get REAL buy in, the certificate can be exchanged at the point of IPO for real equity!
Have a long term plan to diverge The Buzz from IAG and operate as a co-operative or float independantly. Each customer gets an "equity stake" which they lose, all or in part, if they claim. Stakeholders are incented to encourage friends and relatives to join and become shareholders, but only if they have a low risk profile.
A simpler approach would be to just offer equity in IAG with each renewal, but that's much less fun!