Coca-Cola to relaunch Coke Zone online loyalty scheme

Coca-Cola: relaunches Coke Zone loyalty scheme
Coca-Cola: relaunches Coke Zone loyalty scheme

Coca-Cola is to relaunch its Coke Zone online loyalty scheme as it attempts to drive customer retention with personalised content.

The soft drinks company has hired LBi to handle the redesign of the online hub for Coca-Cola, Diet Coke and Coke Zero, following a pitch against Dare.

The digital agency will be responsible for all content on the Coke Zone site, which is intended to boost consumption of Coca-Cola products among young adults and teenagers.

The push will also involve stepping up Coke Zone's mobile and social-media activity.

Website visitors must enter a 12-digit code, found on Coke, Diet Coke and Coke Zero packaging, to access deals.

They can then collect points, which can be redeemed for offers such as two-for-one Blockbuster film rentals, or used to enter competitions to win bigger prizes, such as a Samsung laptop. The site also offers Coca-Cola-branded items.

Prizes and content are spread across the entertainment, games, fashion, sport and music categories.

Coke Zone, created by Carlson Marketing, was launched in 2008. Its roll-out was backed by a £5m integrated campaign, including print, TV, digital and in-store activity, created by VCCP.

In January 2009 Coca-Cola refreshed the scheme to make it easier to navigate and to offer consumers a richer media experience.

Following the revamp, the company ran a giveaway promotion on cans and bottles of Diet Coke. Consumers who entered the on-pack codes via SMS or on Coke Zone throughout February could win a daily prize of £10,000.

The push, aimed at Diet Coke's core female market, was the brand's biggest for 15 years.

According to comScore data, in January 2008, the month Coke Zone was launched, it had 59,000 unique visitors. Traffic peaked in November 2009 when it attracted one million unique users. However numbers more than halved the following month and have continued to slip. In November 2010 it drew 232,000 visitors.

Coca-Cola and LBi declined to comment.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message