My Coke Rewards

Challenge

As Mobile AOR for My Coke Rewards, The Coca-Cola Company’s cross portfolio loyalty program, we were tasked with developing a mobile strategy which covered all areas of the My Coke Reward’s loyalty program. A key part of the strategy was a drive to acquire a significant new opt-ins to the mobile profiles membership to the mobile side of the loyalty program.

Ideas

Through our mobility planning process we were asked to develop a range of longer term strategies and short term tactics to extend and deepen the relationship between MCR and members.They can be grouped into initiatives around: new member acquisition, engagement of new members and longer term engagements around mobile to drive retention.

Execution

With the assistance of the MCR team and other agencies we developed a rich engagement model with consumers and members to drive acquisition & retention.

Results

On the average, the mobile program has a 9% participation rate. We were able to help ramp the monthly opt-in growth rate up to 5-10% month on month growth, well above the targeted 10% annual growth target.

[Metrics sourced from independent analysts Aberdeen. Click here to download and read page 12 of the report]