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ATLANTA -- Coca-Cola North America yesterday launched My Coke Rewards, a multi-year, online driven, mega-rewards program across all Coca-Cola brands.
"My Coke Rewards is the largest program we have ever launched for the Coca-Cola trademark, with rewards valued at over $50 million," said Katie Bayne, s.v.p., Coca-Cola Brands, Coca-Cola North America, in a statement. "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."
My Coke Rewards launches on 20-ounce packages, with billions more packages to be included later in 2006. To participate in My Coke Rewards, consumers look for unique codes under the caps of specially marked 20-ounce bottles of Coca-Cola classic, Diet Coke, Coca-Cola Zero, or any other Coca-Cola brand product. By going to www.mycokeawards.com, consumers then create an account and enter their code. Codes can even be entered via mobile phone, and as consumers collect and enter more codes, their account grows. When they have accumulated enough points to redeem their desired reward, they simply select it and the points are deducted from their account.
"My Coke Rewards is unique in its ability to truly personalize the consumer's experience with Coca-Cola," said Bayne. "The program allows us to tap into our consumers' passions and tailor their online experience to offer them what they really want."
Spanish-speaking consumers will be able to access a complete Spanish-language site simply by logging on to www.mycokeawards.com and selecting Spanish as their preferred language. This is the first fully bilingual, Internet-based initiative for the Coca-Cola brand in the U.S.
As part of the launch of My Coke Rewards, the company Coca-Cola is featuring brand partnerships with NCAA March Madness and the Academy Awards. Consumers will have the chance to win more than 90,000 great NCAA related prizes, including the grand prize of a VIP trip to the 2007 NCAA Final Four. Meanwhile Diet Coke and caffeine-free Diet Coke will don a brand new look featuring metallic labels on 20-ounce packages in time for the brand's association with the Academy Awards, and movie fans will have the opportunity to win star-studded prizes.