http://www.cocacola.pl

Project goals

Coca-Cola is both a beverage known to anyone over the world and the strongest brand of the world. Coca-Cola brand is close to the consumer, it is his/her companion every day and at special moments and always cheers him/her up.

The key objective of the project was to enhance the brand image among the target group and to gather Internet users around the brand. The purpose of the Loyalty System is to make the Coca-Cola site a place where its prospective user can feel comfortable, meet other people and notice that the site is always active. As a result, the user should visit the site frequently.

Project description

The backbone of the loyalty system implemented for Coca-Cola is the concept of user activation and loyalty building by means of points offered on the site (so-called Refreshment Points), which can be exchanged for valuable products or services. The Refreshment Points are awarded for various user’s activities on the site – for registration, various statements, bonuses earned in a special multiplayer game, even for the daily logins. The points earned may be exchanged for prize gifts offered on the website by brands co-operating with Coca-Cola. The prizes to win are also event passes, movies, CD’s, as well as various virtual and material goodies related with Coca-Cola brand. The most valuable prizes are offered at virtual auctions for users to bid, naturally with the points they have gathered.

Each registered user appears on the site as a specific person (represented by avatar), who may be assigned appearance, hair color, clothes, even special, periodically appearing objects, such as a surfboard or a scooter – all with merely a few mouse clicks. The user identifies with a character chosen and so the system becomes more user-friendly.

For the purposes of users’ interaction, a special set of applications have been developed allowing to communicate via the Internet. The instant messaging function allows to identify friends, check whether they are on-line and send them messages.

The loyalty system for Coca Cola has been developed with the use of e-point’s framework. All the bonus points system, auctions and messaging modules have been developed with those programming tools. Bearing in mind the essential role played by the attractive user interface, FLASH mechanisms have also been used in the system. Once integrated with the Active Content, they enable management of FLASH type animation elements at the level of standard content management mechanisms.