My Coke Rewards is a customer loyalty marketing program for The Coca-Cola Company. Customers enter codes found on specially marked packages of Coca-Cola products on a website. Codes can also be entered "on the go" by texting them from a cell phone. These codes are converted into virtual "points" which can in turn be redeemed by members for various prizes or sweepstakes entries.The program was first launched in 2006. By November of that year, more than one million prizes had been redeemed. The program has since been extended every year for the past 5 years with the current extension until December 31, 2014.