During this year's March Madness, Coca-Cola launched a digital promotion titled NCAA March Madness Bracket Refresh that sought to increase brand loyalty for Coca-Cola and Powerade products.
Loyalty members in the program were able to scan Coke and Powerade product codes on new items they purchased, which could be done with their phones or online. For each product scanned, members were able to earn a team in a digital tournament bracket game. Those who participated in the Bracket Refresh loyalty program were also able to earn "digital content, movie gift cards, online retailer gift cards, and an entry into sweepstakes."
By using digital content to enhance consumer engagement, the Coca-Cola brand is seeking to target younger consumers who tend to be more open or exposed to digital marketing.