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Coke Begins First Bilingual Internet Campaign
March 02, 2006
By Cara Marcano
Coca-Cola North America this week launched its first fully bilingual Internet campaign in the United States to promote the beverage giant's "My Coke" rewards program, which offers consumers "Coke miles" — similar to airline miles — as a reward for purchasing any Coca-Cola product.
The Internet launch follows the company's general-market campaign to promote the loyalty system, which began last week. The points are redeemable at MyCokeRewards.com for up to $50 million worth of prizes from companies including Delta Air Lines, Hilton Hotels, Kodak and Sony, according to the company.
The Web site is designed to promote the program, which this year will place 4 billion codes on Coke packaging beginning with 20-ounce bottles.
To kick off this continuity play, March Madness and Oscar-themed prizes, including gift certificates, cars and contour bottles, will be available. Throughout the year the program will be altered to include Coke's many tie-ins. An array of TV, radio, print and other supporting marketing, created by multiple agencies, will promote the campaign, the company says.
The Atlanta-based beverage company spent $28 million on Hispanic print and TV buys in 2005, up 12 percent from the $25 million it spent 2004, per TNS Media Intelligence.
Spanish-speaking consumers can access the offers on a Spanish-language sister site by logging on to MyCokeRewards.com and selecting Spanish as their preferred language.
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