Coke Zone

As some people may know I like the odd diet coke or two... so this week I though I would highlight the work Coca Cola has being doing in the mobile CRM space. Coke has been operating its Coke Zone promotion since early 2008 and has given out more than 30,000 rewards and received more than 900,000 prize-draw entries.

To get started go to Coke Zone and sign up. It's simple to get started and you receive a 2 point bonus as a thank you for registering, so that's a nice way to kick things off!  Coke products contain a code with a varying points value. A can will give you 1 point, a 500ml bottle will give you 2 points, a 2litre bottle will give you 3 points, and a multi-pack of 6 cans will give you 6 points. On cans the code is underneath the ringpull (but only flashed cans), on bottles the code is printed onto the plastic underneath the label, on multi-packs of cans the code will be printed on a cardboard slip inside the packaging. Code can be texted in, entered on the mobile site, or web.

While the main site offers the full selection of rewards, you are also able to redeem some rewards straight from the mobile site, including a variety of mobile content. Rewards range from 2 for a prize draw entry, to 1200 points for a PSP or laptop.

Coke have been using the sms channel to not only receive codes, but also to promote product and interact with consumers. When coke zero was launched they promoted it to male diet coke consumers by sms, and they have also conducted sms based market research. Coke continue to explore the mobile space, and have recently launched an augmented reality product for their Fanta brand in the US, and are running a UK campaign giving users free mobile credit.

Perhaps KL and Athens could confirm if there are similar campaigns running locally.