Coca-Cola North America has launched a consumer rewards program covering its entire brand portfolio. My Coke Rewards includes 4 billion unique redemption codes worth a cumulative $50 million, making this the company’s largest rewards program ever. The program kicks off in conjunction with NCAA March Madness and the Academy Awards.
The multi-year online-driven program includes a Spanish-language version that marks Coke’s first fully bilingual, Internet-based initiative.
“Regardless of which Coca-Cola brand is their favorite, My Coke Rewards will give everyone who loves Coca-Cola the chance to benefit from their passion for the brand in a unique and special way,” said Katie Bayne, senior vice president, Coca-Cola Brands, Coca-Cola North America in a statement.
The program debuts on 20-ounce packages where consumers find under-the-cap codes on Coca-Cola products, including Coca-Cola classic, Diet Coke and Coca-Cola Zero. The codes can be entered at MyCokeRewards.com, where consumers create an account. The codes can also be entered via mobile phone. Points gathered can be redeemed for a variety of gifts displayed at the site. Rewards vary from a free music download (redeemable with the purchase of three 20-ounce products) or a Blockbuster movie (nine 20-ounce products). In addition, from May 1 to June 14, one different consumer each day will win $10,000 in rewards value. Spanish-speaking consumers log onto the same site and select Spanish as their preferred language. The 4 billion codes will be released across all packages during the year.
“My Coke Rewards is unique in its ability to truly personalize the consumer’s experience with Coca-Cola,” Bayne said. “The program allows us to tap into our consumers’ passions and tailor their online experience to offer them what they really want.”
As part of the kick off, Coca-Cola has partnered with NCAA March Madness and the Academy Awards (Xtra, Jan. 17).
Consumers get the change to win more than 90,000 NCAA related prizes, including the grand prize of a VIP trip to the 2007 NCAA Final Four that includes a behind-the-scenes experience. Specially marked packages of Coca-Cola and Coca-Cola Zero will send fans to MyCokeRewards.com where they can register for a chance to win one prize every 35 seconds. Other prizes include Huffy Sports Basketball Goals, Official NCAA Basketballs, EA Sports NCAA March Madness 2006 video game and gift certificates toward NCAA merchandise at NCAAsports.com.
Diet Coke and caffeine-free Diet Coke packaging will be dressed for the Academy Awards, with a new look featuring metallic labels on 20-ounce packages. This program reminds people that “You Don’t Have To Be A Star To Get The Star Treatment.” Prizes include a Red Carpet Viewing Experience—a fan-stand ticket to the 2007 Oscars, a new 2007 Escalade, a Lazare diamond right-hand ring, an exclusive silver gown created by designer Narciso Rodriguez and limited edition Diet Coke 8-ounce glass contour bottles commemorating the 78th Annual Academy Awards.
Other partners in the program include Adidas, Delta, Kodak, Blockbuster, Sony, Hilton, BlueFly, Spafinder, as well as others.
An extensive marketing campaign includes TV, radio, print, on-line, cinema, out-of-home advertising and in-store materials.
Pepsi-Cola Co. ran a similar continuity program in the U.S., PepsiStuff, from 2000 to 2002, but dropped it to shift marketing dollars behind its then-new $160 million NFL sponsorship. Yahoo partnered with Pepsi in 2001 to execute the program. PepsiStuff first launched in the mid-1990s as a summer promotion, with a sweeps and catalog distributed in-store (PROMO March).
Coca-Cola Canada ran a summer continuity program, Coke Auction, in 2002, with “Coke credits” behind labels on single-serve bottles. Participants collected credits to bid on or buy goods online, from CDs and video rentals to exotic trips or recording-studio time.
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