Agency: The Marketing Store
Since 2006, MyCokeRewards.com has been one of the largest online loyalty programs in the consumer packaged goods industry with over 14 million members and 4.5 million unique visitors every month. However, loyal though they are, these members were asking for a better experience. Specifically, they wanted a quicker, easier design and more benefits.
Coke’s strategy called for a friendlier site re-built from the ground up, with an intuitive layout that highlights the three benefits of the program – Pick Up Points, Spend Your Points and Get Extras & Exclusives. The site offered more fun ways to redeem points and provide extra benefits, all while making them feel better about the brand.
A brand campaign supported the launch, including emails, billboards, direct mail and business-to-business partner elements.
In the first month of the redesign, there were over 6 million visits to the site – up +27% from the previous month, with the average visit lasting 10 minutes. In addition, the site saw the highest total sweepstakes entries ever and more members entered Coke codes than any other month since November 2008. Overall, new member registrations were up 25% for that month.