My Coke Rewards is a multi-year, multi-brand strategic platform that adds extra value to Coca-Cola purchases, an online loyalty program where consumers earn points for every purchase of Coke, Diet Coke, and Coke Zero. We developed a rich, interactive experience that adapts itself to individual consumer preferences using precision marketing tactics including customized branding, recommended rewards, partner information and promotional offerings. Consumers accrue points through purchases then use them in a tiered rewards structure ranging from "easily attainable" to "one-of-a-kind experiences".