Coca-Cola’s Twist & Text Win Game!
Although I’m not a big soda drinker, I can’t resist a cold bottle of Coca-Cola every once in a while. I noticed Coca-Cola is utilizing the caps for yet another fun promotion and using mobile in the form of an instant win. This isn’t the My Coke Rewards program either… This is called the Twist, Text, Get in the Game, Instant Win! The offer is available on 20 and 24 ounce bottles, and also 1 liters of Coca-Cola or Coke Zero products and has a tie in with the 2012 Olympics in London.
Each cap contains a unique code which prompts consumers to text it to 844778 (which is short for THIRST). From there, you’ll receive a bounceback to your device asking you provide a date of birth. It is a national promotion, but consumers must be 13 years or older to enter. After validating your information, you will receive another bounceback on whether you are a winner or not. The prizes are pretty cool too! Anything from an Olympic branded soccer ball to $100 Visa gift cards.
Once you participate in the instant win, you will also be opted in to receive two informational texts per month. I haven’t received one yet, but I’m eager to see what content they deliver to subscribers. Good job Coca-Cola!
Coca-Cola has long prided itself on its unique sponsorships, creative CRM and outreach programs. This is a great example of how Coke never wastes an opportunity to interact with its loyal customer base, encouraging them to engage with the brand by offering prizes that consumers will value and want to win. I admire Coke for continuing on with its mobile offerings even with success and popularity of My Coke Rewards. While many brands would have been satisfied with a highly-successful rewards program, Coke looked to push the envelope even further, approaching mobile as full, fluid strategy that can be weaved into any marketing effort to make it more accessible and engaging for their customer base. The important takeaway here is that if brands are seeing success with their loyalty programs and mobile outreach, don’t stop!