• PROMO Magazine, Wednesday, January 18, 2006 12:15 PM

Coca-Cola is introducing a new loyalty-marketing program in connection with its NCAA promotion next month that lets consumers collect codes that can be banked online and redeemed for premiums. The program, called "My Coke Rewards," will run across several brands. Consumers collect codes from bottle caps and packaging after they register for the program. Some caps and packs will carry instant-win messages instead of codes, and the program will get heavy point-of-purchase support with the NCAA kickoff. Coca-Cola Canada ran a summer continuity program, Coke Auction, in 2002, with "Coke credits" behind labels on single-serve bottles. Participants collected credits to bid on or buy goods online, from CDs and video rentals to exotic trips or recording-studio time.

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