Three years ago, Coke, in an effort to persuade Burger King to run a national promotion for its Frozen Coke product, gave a consultant $9,000 pass out in Richmond, VA to clubs an non-profits telling them it was to buy value meals if the kids finished their homework.
While this was happening in the background, Burger King ran a two week test campaign offering a coupon for the Frozen Coke to test its appeal prior to national roll out. The catch to redeem the coupon? You had to buy a value meal.
Apparently the scheme was cooked up by two mid-level Coke managers without the knowledge of top executive. Plausible deniability, of course. This just illustrated the lengths to which some marketers will go to insure the achieve a bigger slice of the pie.
