Michael Garrity’s Brand Nirvana post talks about how some brands have so much equity in the market that they become a currency onto themselves.

This got me to thinking about a recent iCoke e-mail I received:

As you can see the iCoke promotion (codes on Coke products could be used to enter contests at iCoke) has morphed into co-promotions in which the promotional points can be cashed in for Cineplex tickets or DVDs at Zip.ca.

When this promotion started I would never have guessed that Coke was looking to set up a tiny Air Miles but that seems to be the case!

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Originally published at www.onedegree.ca on June 20, 2006.