The scheme, which costs £3 to join, enables customers to redeem points they have earned on purchases made at any of HMV's UK stores against ‘money can't buy' rewards from the world of music, film and games.
Rewards include red carpet treatment at the UK premiere of 'Transformers: Revenge of the Fallen', signed film posters and gig tickets.
Each time a customer presents the card when making a purchase instore or ordering online the points total on their membership account will be updated automatically.
Members earn 100 points for each £1 spent and when they have earned enough can redeem them against the range of rewards at the .
The scheme has been trialled at HMV stores in the West Midlands and East Anglia since last October, when rewards including a Gibson SG guitar signed by Paul Weller, a walk-on part in the latest ‘American Pie' movie and VIP tickets to the European premiere of ‘Star Trek' were all redeemed.
Overseen by marketing director Graham Sim, the purehmv project has been led by HMV head of CRM Matt Button.
The lead agency on the scheme is EHS Brann, which has been responsible for much of the research, strategy and development of the project, and will manage member communications going forward.
Button said: "The purehmv rewards scheme will be unique in the market place. There is no other card out there that gives people access to such amazing, ‘money-can't-buy' rewards ranging from signed guitars to VIP tickets for film premieres.
"The real beauty of it is that in getting our customers closer to the music, film and games they love, purehmv will also enable HMV to get even closer to its customers."
HMV's brand consultants venturethree developed the brand identity and creative for the card and online arena, and IT partners Clarity Commerce developed the technical infrastructure.
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