Coca-Cola and mobile services firm ChaCha used mobile trivia to drive car enthusiasts to the beverage’s loyalty Web site, MyCokeRewards.com.
In the campaign, which ran during the week before the July 27 Allstate 400 NASCAR race at the Brickyard track in Indianapolis, Coca-Cola encouraged consumers to text in trivia questions about the car race’s history to get them to interact with the brand.
“Coca-Cola is always looking for innovative ways to get into contact with our audience,” said Meghan Berigan, operational marketing manager at Coca-Cola in Indiana.
The campaign was promoted at the Brickyard event on its Jumbotron screen and with event signage, and through street teams that roamed the event alerting attendees to the promotion.
A consumer could think of a trivia question about the race and text it to a short code to receive an answer back; for example, “Who won the Brickyard in 1992?” The consumer is then texted back the answer, and in that message given the option to click through to the MyCokeRewards Web site.
The page displayed potential NASCAR-related prizes, such as t-shirts, hats and hoods, which members can win by building up points through purchasing Cokes.
The campaign received 100,000 trivia questions. Of these, 5.2% of participants responded to the answers by clicking back to the loyalty site.
“If you can engage your audience in a dialog, then they are more likely to respond to an offer,” said Susan Marshall, VP of marketing at ChaCha.