MasterCard and Coca-Cola announced a summer promotion yesterday to distribute instant cash prizes to consumers via Cirrus ATM cards. The ‘Coca-Cola Incredible Summer’ promotion offers consumers $50 million in prizes including $10 million in cash prizes to be awarded via $20, $40, or $100 ‘ATM Money Cards’. The single-use ATM card was developed specifically for the promotion and will be issued by a subsidiary bank of First Chicago NBD. The promotion will run from June 9 to August 28 with ‘ATM Money Cards’ being inserted randomly into 12-packs and 24-packs of various Coke branded products. Consumers may also win the cards via caps on single purchase bottles. The Coke ATM cards will expire January 31, 1998.
MasterCard International and Coca-Cola USA today announced a breakthrough summer promotion. By combining the MasterCard brand with the world’s best known brand and the world’s largest ATM network, MasterCard and Coca-Cola will deliver instant cash prizes directly to consumers. “Coca-Cola Incredible Summer” will be the first time an ATM card, and the ATM itself, have been used in this way.
MasterCard will provide Coca-Cola with newly created “ATM Money Cards” so that winners can use the card to receive instant cash prizes of $20, $40 or $100 at MasterCard(R)/Cirrus(R) ATMs. The single-use ATM card was developed specifically for the promotion and will be issued by a subsidiary bank of First Chicago NBD Corporation.
The promotion offers consumers more than $50 million in prizes, including more than $10 million in cash and 62 million 20-ounce bottles of Coca-Cola classic.
During the Coca-Cola Incredible Summer promotion, which runs from June 9 to August 28, random 12- and 24-packs of Coca-Cola classic, caffeine-free Coca-Cola classic, and cherry Coke will include ATM Money Cards. Winners may use the cards at any MasterCard/Cirrus ATM. The MasterCard/Cirrus ATM Network is the world’s largest integrated, global automated teller machine network with nearly 315,000 ATMs in nearly 100 countries and territories worldwide.
Consumers may also win by looking under the caps of one-, two-, and three- liter, as well as 20-oz., bottles of Coca-Cola classic, caffeine-free Coca- Cola classic, and cherry Coke. Winning bottle caps will reveal a prize of either an ATM Money Card or a free 20-oz. Coca-Cola product. The bottles will have details on how to claim prizes — including ATM Money Cards — associated with the promotion.
“We are pleased to join forces with Coca-Cola to link MasterCard’s payments technology and the world’s largest ATM network with the world’s best known brand to create a first in promotions marketing,” said Nick Utton, senior vice president, U.S. Marketing for MasterCard International. “Our participation in this promotion is another example of how MasterCard is bringing the future of money to life for consumers, and building the MasterCard brand to benefit our member financial institutions.”
“Summer is a time of fun and freedom for our consumers, so we are excited to be partnering with MasterCard on a promotion that delivers the ultimate in summer fun and freedom — ice cold Coca-Cola classic and cash,” said Frank Bifulco, vice president, Marketing, Coca-Cola USA.
“We are delighted to participate in this exciting program between MasterCard and Coca-Cola,” said Bruce E. Nyberg, First Chicago NBD Senior Vice President, Retail Delivery Services Division. “This is another example of First Chicago NBD efforts to participate in the development of innovative card applications which address changing consumer needs in the marketplace.”
By following simple instructions printed on the ATM Money Cards, winners can redeem cash prizes at any MasterCard/Cirrus ATM. The card can then be kept by the winner as a souvenir. The promotion will end on August 28, 1997, and the cards will expire on January 31, 1998.
In addition to providing the technology and distribution channel for prizes, MasterCard will work with Coca-Cola to jointly market the promotion to consumers.
First Chicago NBD Corporation is the nation’s 9th largest bank holding company. With assets of $104.6 billion, First Chicago NBD is the Midwest’s number one provider of financial products and services to consumers, middle market companies and large corporations.
The Coca-Cola Company is the world’s largest beverage company and is the leading producer and marketer of soft drinks. Along with Coca-Cola, recognized as the world’s best-known brand, the Company markets four of the world’s top five soft drink brands, including diet Coke, Fanta and Sprite. Through the world’s largest distribution system, consumers in nearly 200 countries enjoy the Company’s products at a rate of more than 900 million servings each day.
MasterCard International, a payments company with one of the world’s most recognized brands, is dedicated to helping more than 23,000 financial institutions around the world offer consumers a variety of payment options.
MasterCard remains focused on helping shape the future of money by expanding acceptance of its global brands (MasterCard, Maestro and Cirrus, the world’s largest ATM network) and maintaining reliable, secure networks facilitating global value exchange. MasterCard has nearly 380 million credit and debit cards that are accepted at more than 13 million acceptance locations worldwide. In 1996, gross dollar volume generated exceeded $550 billion. MasterCard can be reached through its World Wide Web site at http://www.mastercard.com.