CKE Restaurants‘ fast-food chains Carl’s Jr. and Hardee’s have partnered with Coca-Cola for a campaign including e-mail, mobile marketing to loyalty club members and point-of-sale coupons. Marsh Inc., CKE’s design agency, worked on the promotion.
The companies launched the “My Coke Rewards” campaign May 25 at Hardee’s and earlier this month at Carl’s Jr. Consumers who purchase a large fountain soda at one of the fast-food restaurants will receive a specially marked cup with two offers.
The deals include My Coke Rewards points that can be redeemed for prizes online, as well as a peel-off coupons for a free or discounted item during the guest’s next visit to Carl’s Jr. or Hardee’s.
“It is almost like a two-for-one kind of thing,” said Susan Stribling, a spokesperson for Coca-Cola North America. “You get the My Coke Rewards points, and you also get a coupon, which is to encourage you to come back to visit Carl’s Jr. and Hardees.”
The packaging encourages consumers to join the My Coke Rewards program, where they can get credit for purchases. To join, a consumer must enter his mailing and e-mail addresses. Consumers can also opt in to receive e-mail or mobile updates from the loyalty program.
“We are always looking to recruit new members to join My Coke Rewards,” said Stribling.
Coca-Cola will award more than 50 million My Coke Rewards points, including two grand prizes of 10,000 points, during the campaign. Consumers can trade points for prizes, including movie and NASCAR event tickets. The promotion runs through July 14.