As Mobile AOR for My Coke Rewards, The Coca-Cola Company's
cross portfolio loyalty program, we were tasked with developing a mobile strategy which covered all areas of the My Coke Reward’s loyalty program.
A key part of the strategy was a drive to acquire a significant new opt-ins
to the mobile profiles membership to the mobile side of the loyalty program.

Through our mobility planning process we were asked to
develop a range of longer term strategies and short term tactics to extend and deepen the relationship between MCR and members. They can be grouped into initiatives around: new member acquisition, engagement of new members and longer term engagements around mobile to drive retention.

With the assistance of the MCR team and other agencies we developed a rich engagement model with consumers and members to drive acquisition & amp retention.

On the average, the mobile program has a 9% participation rate.
We were able to help ramp the monthly opt-in growth rate up to 5-10%
month on month growth, well above the targeted 10% annual growth target. [Metrics sourced from independent analysts Aberdeen. Click here to download and read page 12 of the report.]