Expand your customer base to form lifelong brand loyalists, increasing average selling price and frequency by decreasing price sensitivity while garnering evangelists to promote your brand through word of mouth. That’s the goal of marketing.
I started playing My Coke Rewards in December 2007. I usually enter codes for 2 liter bottles of pop (worth 3 points) or 12 pack cans (9 points). After almost five years, I have about 1,050 points. I don’t cheat or buy codes online. (Yes, there is a black market for Coke Rewards codes. Much like property swapping during the McDonald’s Monopoly game.)
I’ve amassed my points organically. I keep playing because I’m a consumer who has been gamed, because I expect a great prize when I reach a high point level, and because Coke accomplished their goal: I am more engaged in the brand and spend more time on their site. Continue reading Gamification: I Ain’t Mad At Cha, Coke