Coca-Cola will focus for the next 12 months on expanding several mobile strategies that have proven successful in the previous year, said Tom Daly, group director of mobile and search at The Coca-Cola Co., during a presentation at a Mobile Marketer conference. Some strategies that have worked include the company's participation in the Isis NFC mobile payments program, which allows consumers to use their mobile phones to make purchases from vending machines and proved helpful as a recruitment tool for My Coke Rewards. Another successful venture was Coke Play in Korea that has driven volume increases and loyalty among teenagers.

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