The Coca-Cola Company is the manufacturer, marketer, retailer of carbonated beverages, and syrups. My Coke Rewards served as a customer loyalty marketing program for the company, which used the mechanics of ‘entering codes for points.’
My Coke Rewards was committed to building more profound and connected brand experiences that drove trials and generated customer loyalty with drinkers. This would make the purchase, consumption, and engagement with their portfolio of brands seamless and enjoyable. The most significant change was that there would be a value exchange between all of Coca-Cola’s brands with their customers. The design system would allow for all brands to lead within the Coca-Cola company.
Based on strategic direction and best practices, we explored two distinct creative paths for the future of the Coca-Cola Company. Brand led, where primary communications are individually branded, and Portfolio, where primary communications are generic, using a cross-portfolio brand play or from the Coca-Cola company.
The onboarding flow for registration, progressive profiling, and the preference center were fleshed out to support a personal and frictionless experience for the millennial user base.
The onboarding data would be used to pre-populate form fields (including Contact Us and Rewards Redemption) when possible. Preference and activity data collected through onboarding and preference centers would scale to inform precision content across program touch-points.
Based on progressive profiling research, Coca-Cola can collect information about users’ personal preferences as a part of onboarding. A pop-up shows questions after the user had registered.
User arrives on [Brand.com] utilizing the single sign on capability and inputs personal information
Modal displays only brand preference question. Only brand preference question shown in this session. If user skips they will not see modal display again until the next session.
Modal displays only show, describe, and claim rewards.
Modal displays only interests preference question. Display will only show in this session if brand preference was collected. If skipped, will not display modal again until the next session. After third session, modals will not be shown.
Due to organizational and time limitations, changes in features and functionality were implemented in a phased approach. Don’t worry, though - the display and feel of the portfolio approach were seamless across all brands and digital properties. All tactical screens and communications worked within the larger eco-system of the Coca-Cola Company. These changes grew the drinker base, bridged physical and digital touchpoints, and delivered value to new consumers!