Facts and Features

One in four of all Chinese internet users is a registered user of Isobar’s www.icoke.cn

Coca-Cola China appointed wwwins to develop a digital solution to simultaneously drive sales and increase brand ‘love’ in China’s youth market.

Research by wwwins showed the ‘passion points’ of young Chinese consumers to be community, gaming, sports, electronics, mobile, Coca-Cola branded merchandise and celebrities.

Drawing on these insights, wwwins came up with www.icoke.cn: a virtual city playground for Coca-Cola’s consumers. The site’s design and build make it incredibly engaging and sophisticated.

Enjoyment of iCoke is linked to enjoyment of Coca-Cola’s products. By entering the pincodes printed on every bottle, users are rewarded with points to use on the site. These rewards take many forms, often in partnership with other leading youth brands, and include:

1. exclusive access to the newest chatting technology, 3D avatars and connections to 400m other users with QQ, China’s no. 1 instant messenger;
2. access to online games and virtual items, through a first-ever link-up with the NBA for Freestyle Basketball, as well as partnerships with World of Warcraft and Kartrider;
3. the iCoke prize centre, where users can win prizes from China’s coolest brands through draws and instant wins. New prizes are rolled out every other day - both virtual and physical, such as the adidas World Cup ball and a Coca-Cola branded Lenovo laptop.

Every registered member is invited to complete an online survey, creating a huge database of insights into the entertainment and digital life of Coca-Cola consumers.

In less than one year, iCoke became the biggest single contact point with consumers among FMCG companies in China. Today one in four of the total Chinese internet users are registered users, regularly spending many minutes online with iCoke.