My Coke Rewards

Overview:

• Multi-year loyalty program launched in Feb’06.

• Drinkers collect ‘Under-the-Cap’ codes and redeem points online or via SMS for over 50 million dollars worth of prizes.

• 8+ million MCR subscribers.

• Over 3 million rewards given to date.

• In Jan’07 MMS partnered with Coca Cola to enable the SMS entry of ‘Under-the-Cap’ codes and redemption of 30,000 downloadable mobile content titles. MMS also enables MCR mobile alerts Customized alerts targeting 6 distinct demographic group

Objective:

• Increase usage of MCR program. More interactions, more code redemption, more overall consumption of product.