Customers entered codes found on specially marked packages of Coca-Cola products on a website.

These codes were converted into virtual "points" which could in turn be redeemed by members for various prizes or sweepstakes entries.

Members who entered 10 codes from 32-can packages could, under this system, earn a total of 250 points per day, or 1,750 per week.

My Coke Rewards had a meter that tells the member how many points they earned during the current week, and whether they have reached the 75 point-per-week limit.

[9] In the UK version of the program, Coke Zone, customers could also avert point expiration by simply logging on to the website.

Their codes are issued on a time-limited basis and expire at the end of the month containing the best before date of the relevant product.

They had been distributed through email, including during the 2006 Christmas holiday season, as well as through direct mail and print advertising campaigns in various magazines and other publications.

Coca-Cola's online marketing techniques were included in a 98-page report issued in May 2007 by the center and the American University called "Interactive Food & Beverage Marketing: Targeting Children and Youth"[12][13] which criticized the program for collecting personal information from children and for promoting obesity.

[14] Childhood obesity was also a concern for weight-loss instructor Julia Griggs Havey who sued Coca-Cola over the program in 2006, but dropped her lawsuit a few weeks later.

[15] The lawsuit was dropped for the specific reason of it being frivolous, since there was a misinterpretation as to what was required of a user in order to accumulate Coke points and obtain the currently available reward prizes.