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Loyaly programs are used by companies to encourage customers to continue purchasing their products. Loyalty programs are often used in low involvement product categories where brand switching is common. Listed below is my favorite Loyalty program currently being used by Coke and the pros and cons of the campaign.

MyCokeRewards is a loyalty point program where customers are able to accumulate Coke points of up to 125 pts per week in exchange for sweepstake entries and prizes. This is a lot of Coke products to consume as one 20 oz bottle of Coke is only 3 points. The benefits of this program include brand loyalty (your less likely to switch to Pepsi products if you are an avid collector of Coke points), increased word of mouth promotion (as you will likely ask friends and family to donate their points to you if they dont participate in the program) and the low cost of the campaign as most prizes are donated in exchange for promotion.

The negatives of the MyCokeRewards campaign include point “abuse” where avid collectors of the program utilize several sources to obtain Coke Points and limited consumer feedback since it is not required to participate.

To promote this Loyalty program you will see MyCokeRewards displayed on Coke packaging as well as a social media prescence on Facebook & Twitter. In addition to the online website you are also able to text codes to MyCokeRewards for easy entering. As an avid coke drinker I am proud to say I currently have over 2,300 points. I havent used them because I’m holding out for some better prizes to become available. Perhaps maybe a  helicopter.