Which dictionary brand pioneered the first digital loyalty program that rewarded users for contributing new words and usage examples, revolutionizing crowdsourced lexicography?

In the world of language resources and reference materials, marketing strategies have evolved significantly over time. Dictionary publishers have employed various innovative approaches to remain relevant in the digital age while maintaining their authoritative position. This trivia question explores a groundbreaking loyalty program that changed how people interact with language resources.

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Oxford English Dictionary with their 'Word Hunter' program (2008)
Merriam-Webster with their 'Open Dictionary' program (2005)
Collins Dictionary with their 'Word Bank' initiative (2010)
Cambridge Dictionary with their 'Lexicon Contributors' system (2007)