Coca-Cola Case study - My Coke Rewards & 2010 Winter Olympic Games-themed Program

As mentioned, Coca-Cola had launched mobile marketing projects to deliver brand messages and this article will introduce the mobile marketing projects implementation process in brief.

1. My Coke Rewards Account (For US Residents Only)
Customers could obtain rewards by collecting the codes on specially-marked Coca-Cola products, and track their points and activities via SMS alerts everywhere. User-friendly interface allowed customers to choose rewards with their favorite categories. Coca-cola could understand the customers' purchasing behavior and provide suitable product via analyzing relative data from this loyalty program.

2. 2010 Winter Olympic Games-themed Program

Coca-Cola will promote the co-branded mobile campaign to feature high-profile Olympic champions and contenders known as the Coca-Cola “Six Pack” of athletes, limited edition Olympic Games-themed packaging, and “mobile media and digital experiences.

By working with NBC to support a custom WAP site, Coca-Cola lets audiences brings fans into the Vancouver experience by playing energetic, familiar sounds related to the Games like air horns and cowbells and the sounds associated with drinking a Coke—ice clinking, pouring, the first 'ahh'—right on their iPhone and iPod touch.

Source : MyCokeRewards, MobileMarketingWatch

Definition of Mobile Marketing and relationship with Coca-cola

Mobile Marketing is meant to describe marketing with mobile device, such as mobile phone and PDA. Marketers could utilize series of solutions to communicate with audiences. For examples, Short Message Service (SMS), Multimedia Messaging Service (MMS), Wireless Application Protocol (WAP) and QR Code (Quick Response Code). According to the report published by Forrester, which is on June 2010, about 74% of online retailers either already have or are developing a mobile strategy to deliver brand messages to their target audiences with lower costs.








As the largest global soft drink manufacturer, Coca-Cola has been launched mobile marketing projects to match up with their marketing campaigns. Incontestably, that could help Coca-Cola to enhance customer relationship.

Source : MobileMarketingWatch

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opened for the assignment of SPD4290, 2010