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I love Diet Coke. My
co-workers can attest to the large quantities of Diet Coke I consume daily. However, I haven’t always liked
MyCokeRewards. I disagreed with two
fundamental elements of the program.
First, the program took away my immediate gratification of opening a
bottle, looking under its cap and claiming my prize. Second, I felt that I was just giving another
marketer more of my information so they could better hound me.
What I didn’t realize at the time I formed my opinion was
that the power of customization and digitalization is far greater than my loss
of immediate gratification.
MyCokeRewards enable consumers to collect points and select their
own prizes. Gone are the days of
standard prizes for the masses. By doing
so, MyCokeRewards has attracted more than 5 million consumers in the year since
its launch.
So what is next for Coca-Cola? Hopefully, more consumer dialogue around
prizes collected, more videos of people using their prizes and, most of all, more
sharing of this information virally. If
Coke is commanding the attention of 5 million people, in what other ways can
Coke maintain their consumer draw and ensure repeat visitors to this and other
sites? Although I agree with Coke’s
recent acquisitions (e.g., the Energy Brands deal), I believe Coke must utilize
the digital arena to really soar ahead of Pepsi.
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