Coke targets teens with web currency scheme
SOFT-DRINKS giant Coca-Cola is gearing up for the launch of a highprofile loyalty scheme aimed at the teenage market in Europe. The company will target teens primarily online, with the strategy involving the creation of a special currency collected from its cans and bottles. Consumers will be able to use the currency to make purchases with affiliated firms via a special website. Coca-Cola has hired loyalty specialist Carlson Marketing to handle the brief following a competitive pitch against undisclosed direct agencies. One of the company’s highest-profile UK loyalty schemes is its annual ‘Win a player’ promotion. Created by BD-NTWK, the activity offers consumers the chance to win sums from 50p to £100,000 for their chosen Coca-Cola Championship football club to use for transfers. This season it has renamed the scheme ‘Buy a player’ and allocated a transfer fund of £10m. The teen web strategy is a similar concept to that used by lager brand Budweiser, which has put virtual currency at the heart of its marketing this year. Consumers can spend their ‘Bud Bucks’ in eBay-style auctions on a campaign microsite. Calls to Coca-Cola were not returned; Carlson Marketing declined to comment on the appointment
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