Sprite, a leading teen soda brand owned by The Coca Cola Co., is using its feedback from RocketCash online currency users to develop new web site and shopping promotions. Currently, the RocketCash web site, as well as Sprite national TV and radio campaigns, are promoting "Thirst For Winning," an under-the-bottlecap sweepstakes that give Sprite drinkers 20 cents to $1 of RocketCash, which they can save up and spend online at such retailers as Shoes.com and OldNavy.com.
The newest twist, launched in mid-February, also awards free music-oriented video streams and free access to online video games. RocketCash says the goal is to not only reward Sprite drinkers but also to incorporate feedback from the users in determining the prizes.
A company spokesperson says that the 13- to 28-year-old user base is skewed to 55% male and 45% female, many of whom use their RocketCash to buy music and videos and to play video games online. RocketCash currently has 3.2 million members in its database. While the current promotion will run for another 24 weeks, a new set of rewards will roll out for a summer promotion that also will focus on gaming and music video. The RocketCash web site also is looking at doing another complete makeover in April, the company says.
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