Sprite Hopes Wireless Support Puts Fizz in Loyalty Program

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Sprite has added wireless support to its loyalty program in which soda drinkers can redeem codes found under Sprite bottle caps for RocketCash currency redeemable at more than 100 retailers.


Program participants can now check the status of accounts and enter cash codes at www.sprite.com via Web-enabled wireless devices. They'll be able to buy from the retailer via wireless device if the retailer supports such transactions.


"We really feel like this is the next step in terms of offering our consumers what they want ... [and] building loyalty through a dot-com initiative," said Nadia Jacquot, senior brand manager for Sprite, a Coca-Cola brand. "Increasing that interaction is really the way that most companies are going to start leveraging their dot-com initiatives."


Jacquot would not reveal the projected increased participation by wireless users but said Sprite had a "very optimistic forecast."


Sprite has effectively built a loyal customer base since the Sprite-RocketCash program began in October 2000. More than 16 million consumers have visited the site, while 2 million signed up to receive information on promotions from Sprite and the 120 retailers involved.


"We're extremely pleased with the success of our Sprite.com initiative," Jacquot said. "We reached the 1 million subscriber mark within six months ... and we have 2 million people that are shopping through the site."


Touted as a way for teens and others to shop online without a credit card, Sprite's under-the-cap codes award 20 cents to $1 of RocketCash under each cap. In addition, some of the caps reward consumers with a 20-ounce bottle of Sprite instead of a code to use online.


Participating retailers include Walmart.com, CDNow, oldnavy.com, Gap.com and barnesandnoble.com. The Sprite-RocketCash promotion is marketed primarily in weekly e-mails to Sprite.com's 2 million members and RocketCash.com's monthly e-newsletters.


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