To draw in young customers Coca-Cola, a US beverage company, used a variety of web-based approaches to capture information about consumers. For example, its "My Coke Rewards" programme encouraged consumers to use special codes from Coca-Cola products to access a website, where they earned rewards such as down-loadable ring tones and "amazing" sports and entertainment…

BPIR Categories

4.1.4 Develop & implement marketing strategy
4.1.5 Develop & implement e-commerce strategy
4.1.2 Manage advertising & promotional activities
1.3.2 Determine & provide customer contact mechanisms
4.1.1 Identify market segments & target customers

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