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12/11/2020

Speedway, Coca-Cola 'Fuel Holiday Miracles'

Jacqueline Barba
Associate Editor, Path to Purchase Institute
Jacqueline Barba profile picture

The Coca-Cola Co. has teamed with Speedway for a pair of holiday sweepstakes that tie product purchases to donations to Children’s Miracle Network Hospitals.

The partners’ “Fuel Holiday Miracles” campaign encourages shoppers to purchase qualifying Coca-Cola beverages at Speedway locations and submit special product codes found on bottle caps or product packaging via the manufacturer’s website or mobile app. From Oct. 29 through Dec. 28, each product code entered triggers a donation based on the size of the product purchased (e.g. a 12-pack donates 15 cents and a 20-ounce bottle donates 5 cents) to Children’s Miracle Network Hospitals via Coca-Cola Give.

Each code also enters participants in a sweepstakes awarding 100 grand-prize $50 Speedy Cash gift cards. There is no limit to the number of codes participants can enter to trigger Coca-Cola to donate to Children's Miracle Network. However, sweepstakes entries have a max of 50 entries per person, per day during the promotional period.

In stores, “Fuel Holiday Miracles” refrigerator clings and suction racks tout the program, while also highlighting offers including a “three for $5.25” deal on 20-ounce Coke products. Multiple email blasts to Coca-Cola subscribers have also supported the cause program and linked to a promotional web page within us.cocacola.com where users can also enter product codes.

Meanwhile, the partners' “Sip & Share Giveaway” collect-and-win game enables Speedy Rewards members to accumulate game board tokens toward five prize levels (a $100 prepaid gift card, a $20 prepaid gift card, 5,000 Speedy Rewards bonus points, 2,500 bonus points and 1,000 bonus points). To play, users virtually “shuffle” three holiday-themed, Coca-Cola-branded cards. When the cards stop, users select the card they think is hiding a token/prize. Participants need three tokens for each level to redeem.

Participants have the option to donate the value of their prize earnings to Children’s Miracle Network Hospitals or to keep it. The first $20,000 donated will be matched through a joint donation from Coca-Cola and Speedway. As of Dec. 7, the partners were over half way to the $20,000 threshold.

In-stores, a sign affixed to the “Thirst Quenchers” fountain machine supports, inviting Speedy Rewards members to purchase a Coca-Cola fountain beverage to receive one game play per purchase (maximum four plays per day.) On speedway.com, a home page display ad links to a dedicated promotional page detailing the game. Shoppers have to opt-in on speedway.com or via its mobile app to play. Participants will receive one free play via email for opting in.

It’s unclear when the “Sip & Share Giveaway” ends. Southfield, MI-based Merkle Inc. administers both sweepstakes.

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