Bmibaby customers can use the Gowalla smartphone app at the check in desks at its five UK bases and 34 destination airports to be entered into monthly prize draws.
The airline is also developing a gold, silver and bronze “pin” system for the most frequent fliers to unlock further rewards.
Bmibaby will also roll out a series of Gowalla city “tours”, launching in Belfast next week, to highlight places of interest such as restaurants and art galleries. Users checking in to a location on the tour will receive a Bmibaby notification from Gowalla and will be encouraged to visit more places on the route.
Gowalla works in a similar way to Foursquare and allows users to share their location with friends and access information, recommendations and photos from the surrounding area. The app integrates with Facebook Places and blogging site Tumblr.
Disney also partners with Gowalla to encourage users to check in to its theme parks and specific rides at the resorts.
Bmibaby parent company British Midland International has been keen to integrate social media within its marketing strategy and became the first UK based airline to sign a deal with Groupon last month.