Coke corrals curious NASCAR fans to loyalty site

ATLANTA Coca-Cola teamed up with and mobile service information company ChaCha to create a trivia campaign that led participants to the Coca-Cola loyalty Internet site, MyCokeRewards.com.

On the Jumbotron at the Brickyard race track in Indianapolis, prior to the Allstate 400 NASCAR race on July 27, Coca-Cola asked cellular phone users to text in trivia questions related to the race with the answers to be provided by the ChaCha service. Once a player received the answer via text message from ChaCha, he or she could then click to the MyCokeRewards Web site where the participant could view NASCAR prizes, such as hats and t-shirts available by redeeming Coke rewards points.

More than 100,000 trivia questions were received during the campaign, and of that total about 5.2 percent of cell phone users clicked through to MyCokeRewards.com, the companies said.

Coca-Cola and its marketing affiliates also said that they are now considering more ways to incorporate ChaCha and its text messaging services into the company’s marketing.