In 2nd place: Coca-Cola loyalty promotion 2008 – Playing with points on the Coke we site

The loyalty campaign of Coca-Cola HBC Magyarország Kft. focused on teenagers and young adults was conducted between 3. March- 31. December 2008. All caps used on 0.5 litre bottles of Coca-Cola, Coca-Cola light, Cherry Coke and Coke zero came with a code which could be submitted in an text message or using the Internet. After registering at the www.coke.hu web site, players received points generated on a random basis which could be used for downloading music or entering prize games, or exchanged for gifts. The campaign was communicated intensively using both ATL and BTL tools. Over ten million clicks registered at the web site and three million exchanges of points proved that the attention of the target group had been aroused successfully.