Custom bot brings innovation to Coca-Cola promotion
Focused on the consumer, it was developed to offer automated and personalized interaction, ensuring agility and efficiency.
The Coca-Cola’s custom bot developed by CWI in 2023 was a milestone in the collaboration with this retail giant, bringing innovation and efficiency to the “My Magic Recipe” promotion. Since 2019, the company has collaborated with the company on this initiative that promotes sustainability by encouraging consumers to purchase and return empty Coca-Cola bottles for reuse. CWI is responsible for the entire development of the promotion website, taking care of both the back-end and front-end.
One promotion, two mechanics
The action is carried out annually, but each edition brings new features. This year, in addition to continuing to use the bot to interact with consumers, an exclusive promotion was added for retailers, encouraging participation from both audiences.
Coca-Cola decided to maintain the tradition of returnable products, but with a slightly different approach, using two different mechanics to engage consumers and retailers. The first involved the consumer, who needed to read a QR code at the participating store, complete their registration with the help of the bot and after registering, they received a voucher to buy just the liquid.
For the retailer, each voucher exchange carried out yielded a “lucky number”, which allowed participation in a draw for cash prizes at the end of the promotion.
One bot, multiple benefits
With a total focus on the consumer, the bot was developed to offer an automated and personalized interaction, ensuring agility and efficiency. This integrated approach reflects CWI’s commitment to providing a seamless, high-quality experience for promotion participants. The bot eliminated bureaucratic and time-consuming processes, simplifying participation.
Before implementing the bot, registrations for promotions were made through online forms. With the new bot, information collection is done in a simple and intuitive way, making the process much more pleasant and less tiring.
Complete solution aligned with the brand voice
The chatbot project was developed in two main phases. In the first, the team revisited the bot used in the previous promotion, which, although it only served as a base, helped to remember the possibilities of interaction and to understand the brand’s voice, tone and desired communication style. With this information, a preliminary chatbot flow was created, which outlined possible paths and responses.
In the second phase, the CWI team worked closely with Coca-Cola to review and adjust the planning. This collaboration was crucial to identifying and fixing parts of the chatbot that needed changes due to system constraints or the specifics of the new promotion. The adjustments made ensured that the bot met the new requirements and offered a coherent experience.
With the flow approved, it was possible to move forward with building the bot’s content, developing texts and responses that were aligned with the brand’s voice and suitable for the new promotion. Continuous integration with Coca-Cola’s technical team allowed for additional revisions and adjustments, ensuring that the chatbot was complete and functional, guaranteeing the user a high-quality experience, with consistent and flawless communication.
End-to-end deliver
- Interactive bot: facilitating consumer registration and participation in the promotion, providing an agile and personalized experience.
- Landing page: developed in Python/Flask combined with React, the page allows consumers to find participating stores close to their homes.
- Exclusive administrative panel: allows Coca-Cola to manage the promotion efficiently, monitoring all interactions and activities.
- Panel for retailers: where retailers can make exchanges and monitor their lucky numbers, making it easier to manage their participation in the promotion.
Challenges
One of the biggest challenges was managing the large number of retailers involved in the promotion, since there are seven Coca-Cola manufacturers distributed throughout Brazil. Each region of the country has its own manufacturer, which results in more than 50,000 retailers throughout the country. Inserting all these retailers into the database in an organized manner, allowing them to access the retailer panel and continue promoting was a complex process.
Far beyond software development
It was an end-to-end project that included creating a personalized and exclusive user experience for this persona, understanding their behaviors and preferences. This joint effort ensured that the end result provided an experience beyond expectations, demonstrating a true commitment to quality and user satisfaction.
