2009 PRO Awards: My Coke Rewards

Agency: The Marketing Store
Client: Coca-Cola

MyCokeRewards has more than 12 million members, but to keep them excited about the brand and the loyalty program, Coca-Cola needed a fresh approach to its program. The agency knew that there was a 24% overlap between McDonald’s Monopoly players and MyCokeRewards, so an alliance between the two was a natural fit. To recruit new MyCoke members, they offered rewards points as a McDonald’s Monopoly prize. Conversely, MyCoke members could redeem points for a McDonald’s “Arch Card” gift card.

Web banner ads on Coca-Cola.com and other partner sites, as well as McDonald’s packaging, offered a code usable for a free dice roll in online Monopoly, while a Monopoly game experience was built on MyCokeRewards.com. A McDonald’s e-newsletter featured a free Monopoly dice roll for MyCokeRewards members. Coke plugged the chance to win rewards points by playing McDonald’s Monopoly in its e-newsletter two weeks later. Also, 30 $50 Arch Cards were given away and more than 4.4 million “instant-win” MyCoke points were awarded to McDonald’s customers playing Monopoly online.

The partnership with Monopoly brought MyCokeRewards 340,000 new members during the month of October, and the number of active members on MyCokeRewards.com increased to an all-time high — 17% higher than any previous month. Unique visitors to MyCokeRewards.com surpassed the 5 million mark for the first time.