Coca-Cola Great Britain's Coke Zone Gains Momentum
Coca-Cola Great Britain steps up the promotional campaign for its new ‘Coke Zone’ this week, following a successful introduction of the site. ‘Coke Zone’ will enable ‘Coca-Cola‘ to enrich its consumer engagement and interaction with all young adults, while offering regular ‘Coca-Cola’, ‘diet Coke’ and ‘Coca-Cola Zero’ consumers over 16 the chance to redeem points for fantastic rewards and money-can’t-buy prizes.
From mid-March ‘Coke Zone’ is being supported by a fully integrated marketing programme, which includes TV, online advertising, in-store activation and a PR campaign. A ten second tag is running at the end of all ‘Coca-Cola’, 'diet Coke’ and ‘Coca-Cola Zero’ spots on all terrestrial channels in peak time, as well popular digital channels such as Sky One. It continues for six weeks and is supplemented with a nationwide 96 sheet outdoor push.
A substantial digital spend will also aim to raise awareness of ‘Coke Zone’ and encourage young adults to click through and register. This will see ‘Coke Zone’ take over the Yahoo! Great Britain & Ireland homepage during launch month and will also target 16-24 year olds through other key media.
This month also sees the launch of ‘The Hub’, a community area that allows 'Coke Zone' members to donate points to a partner charity of ‘Coke Zone’s, Special Olympics. Plus in a major development of the company’s environmental policies, members visiting ‘The Hub’ will be polled on whether they recycle their ‘Coca-Cola’ bottles, the results of which will inform and help develop marketing plans for the future.
Rewards and entries to ‘Coke Zone’ prize draws can be redeemed by using points collected through unique laser printed 12 digit codes on 500ml bottles and 2-litre packs of ‘Coca-Cola’, ‘diet Coke’ and ‘Coca-Cola Zero’. All new users will receive two bonus points upon registration during the initial launch period.
Members can choose to save up their points for a range of rewards including downloadable games, mobile phone accessories, gadgets and exclusive discounts at online partners. Alternatively, they can exchange points for entries into fantastic prize draws. For launch, there are six prizes up for grabs: a £1000 shopping spree at ASOS.com; a trip to the Billabong surf championships in Tahiti; a year's worth of downloads from iTunes (that’s 366 songs this leap year); a private screening for a winner and 30 friends at a Cineworld cinema; a trip to Sweden to be filmed, pixelated and turned into a character in the forthcoming release Battlefield Heroes from EA Games; and a VIP trip to Euro 2008 final. There will be great new prizes each month.
Cathryn Sleight, Marketing Director for Coca-Cola Great Britain, says: “So far we’ve had a great reaction to this programme and the innovative on-pack technology we have used to create it. ‘Coke Zone’ will play a crucial part in helping us to create a fresh and different dialogue with our most loyal customers, as well as give back to them. There will be many more innovations and great prizes on the site as it continues to develop.”
All creative branding, advertising development and digital has been done by VCCP, working closely in partnership with Vizeum, who bought and planned all media. Direct marketing agency Flourish has been appointed to develop a series of targeted emails to ‘Coke Zone’ members which are designed to drive further consumer interaction and engagement with the site.
Notes to Editors:
The list of agencies involved in the development and communication of ‘Coke Zone’ is as follows:
- Carlson - programme management
- Mando - stockholding & fulfillment
- Flourish - email creative
- Sapient - web development
- AKQA - web design
- VCCP - branding and advertising creative
- Vizeum - media planning and buying
- YOC - mobile / WAP site
- Fair Isaac - customer database
- APCO - due diligence and stakeholder mapping
- Lexis Public Relations – press office development and ongoing management
‘Coca-Cola’, ‘Coke’, ‘diet Coke’, ‘diet Coca-Cola’, ‘Coca-Cola Zero and ‘Coke Zero’ are registered trade marks of The Coca-Cola Company
For full terms and conditions please go to http://www.cokezone.co.uk and click on terms and conditions at the foot of the homepage
