This summer, Dr Pepper/Seven Up, Plano, TX, will team with San Jose, CA-based Internet auction site eBay on a rewards program called Liquid Loot. Customers who purchase brands such as 7Up, Dr Pepper and A&W Root Beer will receive codes that can be converted into online points. Customers who accumulate enough points can redeem them for products such as concert tickets and compact discs.
Liquid Loot will also e-mail each participant about new products and offers. EBay has similar loyalty arrangements with companies such as Six Continents and Continental Airlines. Miami-based Burger King last year experimented with its own eBay program, BK Rewards, but shelved the effort to concentrate on its pricing war with McDonald’s.
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