Coke’s biggest sampling campaign ever!

We helped Coca-Cola’s consumers say ‘YES’ to trying Coke No Sugar by giving them a digital coupon for a free sample.

With the exciting launch of Coca-Cola’s newest variant, ‘Coke No Sugar’, the team at Coke wanted to give their consumers a chance to try it for FREE in both New Zealand and Australia — this being their biggest sampling campaign ever!

The team at Satellite worked to develop a dissolving coupon platform that allowed consumers to claim a coupon for a specific store (Australia: Coles, McDonald’s, 7-Eleven and Hungry Jacks) and (New Zealand: BP Connect), which they could then go to and redeem their free Coke No Sugar when they were ready.

How to give away 1000’s of samples?

The user journey we created was nice and simple, our goal to ensure consumers remained engaged throughout and most importantly got their free sample in hand.

How it worked in New Zealand

Step 1: Through various media, users were prompted to TXT the word ‘YES’ to 345 to get their coupon or simply click through from digital ad placements.
Step 2: If via click through ad placements, users were prompted to enter their phone number to receive a link to their free coupon.
Step 3: When in store, users click on the link they were sent via SMS then hit ‘Redeem’ to start the dissolving coupon flow. Once this flow was done their coupon would be be ‘burned’ and no longer accessible.

Working with the various sampling partners we created slightly different dissolving coupon flows based on each of their needs and Point of Sale abilities.

E.g. Using a combination of generic barcodes, unique barcodes or no barcode at all.  Each of these ensuring users were only able to redeem 1x free sample each.

How it worked in Australia

Step 1: Through various media, users were prompted to ‘Shazam’ the TVC and OOH or simply click through from digital ad placements.
Step 2: Users could then choose their preferred store & enter their email address
Step 3: Users were then sent a link to their voucher via email which they could access any time while out and about.
Step 4: When in store, users click on the link in their email then hit ‘Redeem’ to start the dissolving coupon flow. Once this flow was done their coupon would be be ‘burned’ and no longer accessible.

Reporting

As an additional feature to the project, Satellite created a live dashboard which allowed us to view and manage coupon claims and redemptions in real time.

This reporting gave us visibility to see peak redemption and claim times allowing Coca-Cola to review and adjust their media placements and spend to get the most out of the campaign.