Transforming consumer engagement at Coca-Cola

​Building a millennial-friendly loyalty program and sharing the love

My Coke Rewards is the largest CPG loyalty program in the U.S. with 23 million lifetime members and a 2:1 ROI. However, to scale the program to reach younger demographics not inspired by collecting reward points, I led the modernization of the platform from a coupon and sweeps delivery vehicle to a passions-centric lifestyle community powered by real-time content, gamification principles and a rich partnership ecosystem.

On the new platform, you can now find content organized around consumer passions, new partnerships aligned with millennials (Uber, GoPro), cause related programs and experiential rewards like those found with the IfOnly partnership. The strategy I created included an API model to distribute loyalty capabilities throughout the Coke ecosystem and novel ways to “gift” points to help make someone’s dream come true. This strategy can be seen in a new program by Vitamin Water: https://www.projecthustle.com/

My Coke Rewards is now rewarding consumers for both their transactions and social interactions. 2015 metrics included nearly four million visits with minimal paid media support, average visit duration increased from 4 minutes to about 6.5 minutes. Of 600K new members, newly acquired via the new platform are much more likely to be Millennial's than Legacy members (52% vs 32%).