Coca-Cola Great Britain steps up the promotional campaign for its new 'Coke Zone' this week, following a successful introduction of the site. 'Coke Zone' will enable 'Coca-Cola' to enrich its consumer engagement and interaction with all young adults, while offering regular 'Coca-Cola', 'Diet Coke' and 'Coca-Cola Zero' consumers over 16 the chance to redeem points for amazing rewards and money-can't-buy prizes.

From mid-March 'Coke Zone' is being supported by a fully integrated marketing programme, which includes TV, online advertising, in-store activation and a PR campaign. A ten second tag is running at the end of all 'Coca-Cola', Diet Coke' and 'Coca-Cola Zero' spots on all terrestrial channels in peak time, as well popular digital channels such as Sky One. It continues for six weeks and is supplemented with a nationwide 96 sheet outdoor push.