By 2011, My Coke Rewards had garnered over 18 million members, but the program was challenged to encourage members to remain active. Coca-Cola wanted to activate its member base and increase sales of 12-pack Coca-Cola products. But with a sluggish economy and people looking for deals in every aisle in the store, Coke felt it would be tough to boost sales by simply re-running its Million Point Giveaway. The promotion needed a “refresh” to be relevant to members. Enter The Marketing Store.
Reactivated as a one-month promotion, 1 million points were given to members who purchased 12-packs of Coca-Cola products. There were 1,300 winners every day for one month, with 10,000-point grand prizes awarded weekly. But the only way to play (and win instantly) was to buy a 12-pack and enter the code into MyCokeRewards.com during the promotion.
The promotion was announced to 7 million Coke loyalists by email, Facebook and public relations outreach to more than 140 targeted savings and coupon websites and blogs. Communications focused on how simple it was to play and win. MyCokeRewards.com engaged 4 million unique visitors in the promotion with email reminders and site alerts.
The approach successfully drove sales. During the promotion, membership to My Coke Rewards increased by over 175,000 and existing members increased their purchases. The program activated 572,759 members who entered a total of more than 34 million 12-pack codes in August 2011, an increase of 8% from the previous period. By giving away 1 million points, the program drove an additional 512,168 product sales. Coca-Cola is so pleased with the results they are planning to run the program as an annual event.
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