Coca-Cola has revealed its revamped loyalty scheme, My Coke Rewards, which not only offers prizes for collecting coupons but also rewards customers for sharing content they are passionate about.
Originally launched in 2006, the scheme has 23 million members worldwide. As part of the new look it now offers VIP access to the top events and tropical breaks in a switch from the traditional, transactional model to a content-based programme driven by what the soft-drinks giant calls “community and social interaction”.
Wunderman UK is understood to be handling the scheme across Europe, in the UK, Ireland, Denmark, the Netherlands, Sweden, Finland, Norway, Belgium, France and Luxembourg. It was appointed in 2013.
Its previous loyalty club, Coke Zone, which ran alongside My Coke Rewards, was changed to a content hub soon after Wunderman was hired.
Driven by the new website, MyCokeRewards.com, customers can now earn Bronze, Silver and Gold “status levels” by participating in the new social, interest-based activities.
As members climb status levels, complimentary perks are unlocked, including bonus points and access to expanded rewards. Members are still able to cash in points for their Coca-Cola coupons and retailer gift cards, but they can also get their hands on more personalised rewards, such as cooking classes with celebrity chefs and premier tickets to sporting events.
Customers are also rewarded on their terms for sharing content from the devices they use on a daily basis.
Coke global group director of digital marketing Kim Gnatt said: “My Coke Rewards has been celebrating our most passionate and loyal fans since 2006 – just for enjoying their favorite beverages. We’re taking that commitment to the next level with this new digital platform by offering experiences that are more personalised, more social, and more valuable than ever.
“With brand new marketing technology systems powering the loyalty platform, we are able to serve content direct to consumers based on their personal preferences and online behaviors. And by leveraging our partnerships, we’re able to create one-of-a-kind experiences that only The Coca-Cola Company can offer.”
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