University of Tennessee Mobile Coupon: Coca-Cola & Pilot Flying J

Overview

During the spring 2019 basketball season at The University of Tennessee, Coca Cola delivered a reward to all fans that participated in the CUE Audio light show. Having activated the CUE engagement platform at all Tennessee home games, participation rates were well over 40% at Thompson-Bolling Arena. With such substantial participation, Coca-Cola aimed to promote its new flavor of Orange Vanilla as a BOGO at any local Pilot Flying J convenient store via a native wallet coupon. The coupon was created by CUE Audio and was readily received by fans as a coupon on their Apple or Android smartphone. Without pressing a button or inputting a complicated URL, the coupon was distributed immediately following the light show.

Goals

University of Tennessee

• Reward fans for participating in the light show.
• Encourage continued growth of the CUE engagement platform - featuring the light show, selfie cam, and trivia game.
• Drive volume and traffic to both partners in the form of sales.
• Increase unique sponsor opportunities to Coca-Cola beyond traditional mediums.

Coca-Cola

• Increase brand affinity.
• Instant gratification for fans.
• Drive traffic to Pilot Flying J.
• Secure more incremental space in Pilot stores.
• Increase trial of the new flavor, Coca-Cola Orange Vanilla.

Pilot Flying J

• Drive fans to local stores to purchase partner products.
• Deploy a mobile-based retail program.
• Increase brand affinity.
• Increase traffic and in-store sales.

Results

This initiative reached over 7600 Tennessee fans, delivering massive results for Coca-Cola and Pilot Flying J. Not only did Coca-Cola receive brand affinity for sponsoring the CUE light show, selfie cam, and trivia at all home games, it now provided actionable assets to an engaged fan base. Because of this, redemptions of this BOGO coupon eclipsed 4.6%, largely outpacing Coca-Cola’s average redemption rate of 0.8%. As a result, Coca-Cola received incremental floor and cooler space at Pilot Flying J. Furthermore, Pilot Flying J did not charge Coca-Cola for the redeemed product.

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"We were blown away by these numbers & expect to double down on CUE's mobile wallet coupons at our properties"
- Jay Jenkins, Marketing Asset Manager, Coca-Cola Consolidated

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