MyCoke Slide 4

A Microsoft Advertising case study of Coca-Cola’s Happiness Factory campaign showed that its social media component (involving a MSN Messenger game) proved most effective in driving “brand love” among 16-19-year-olds. [Source: Microsoft Advertising, “Coca-Cola Happiness Factory Plays Brand Love Game,” 15 Mar. 2010, http://advertising.microsoft.com/europe/Coca-cola-happiness-factory (viewed 11 Aug. 2011).]

A case study of MyCoke Rewards depicts the behavioral targeting and other tracking methods employed as participants accrue “balances” in one or more “wallets,” for use in various site activities, awards, and contests. [Source: FICO, “Boosting Sales and Site Traffic, Coca-Cola Breaks Ground in Customer Loyalty,” 2009,