JupiterResearch: Coke Caps and Mobile Marketing

Julie Ask at JupiterResearch writes about Coca Cola's mobile marketing program where you accumulate points from bottle caps of coke bottles to acquire stuff. Here is what she really liked about the campaign:

• The TV commercials were awesome. (Ok, yes, I watch American Idol). Very educational. Everyone should be thanking companies like American Idol and Coca Cola for helping to educate mobile subscribers and build this market. It is reminiscent of Intel helping to build awareness of Wi-Fi with their Centrino campaigns a few years ago.
• The idea to text in the codes was great. One didn’t have to save the caps or carry them until getting to a PC. They could be redeemed and tossed immediately.
• I also like the integration with the web site especially that they tracked what product you were drinking. They have not, however, seemed to have done anything with the information yet.