Coca-Cola India announced the launch of its new site myenjoyzone.com. The e-initiative aims to bring Coca-Cola closer to its largest consumer segment—youth.
According to industry sources, Coca-Cola is the first brand in India to launch its independent Website-www.myenjoyzone.com on the Net. Built around consumer passions, this Website created and maintained by Hungama.com enthuses and rewards consumers by getting them to interact with the core brand values.
Coca-Cola also plans to leverage its numerous consumer programmes by extending them onto the site with an objective of building an active online community. The key account activities like McDonald’s and cinema halls among others will also be covered in the site.
Coke hopes to hit 600 cyber cafes in India with its site. Roadshows in colleges, youth hangouts and key accounts are also in the pipeline.
In the meanwhile the company has launched an online promotion where it is offering over 1,000 prizes to be given every month. Consumers will be given “Coke Crownz” - a virtual currency in every interactive section they enter. The consumer with the highest number of “Coke Crownz” wins a grand prize every month including a Sony Playstation for the gaming section, creative jukebox for the music section, a year’s supply of movie tickets for the movie section and Combi TV + 10 VCDs for the cricket section.
Source: Financial Express