Coca-Cola is to relaunch its Coke Zone online loyalty scheme as it attempts to drive customer retention with personalised content.
The soft drinks company has hired LBi to handle the redesign of the online hub for Coca-Cola, Diet Coke and Coke Zero, following a pitch against Dare.
The digital agency will be responsible for all content on the Coke Zone site, which is intended to boost consumption of Coca-Cola products among young adults and teenagers.
The push will also involve stepping up Coke Zone’s mobile and social-media activity.
Website visitors must enter a 12-digit code, found on Coke, Diet Coke and Coke Zero packaging, to access deals.
They can then collect points, which can be redeemed for offers such as two-for-one Blockbuster film rentals, or used to enter competitions to win bigger prizes, such as a Samsung laptop. The site also offers Coca-Cola-branded items.
Prizes and content are spread across the entertainment, games, fashion, sport and music categories.
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