Following last year’s successful online cashless auction promotion, Coca-Cola Great Britain has entered into an ongoing relationship with European auction site QXL Ricardo.

The new promo is on similar lines to the last, allowing Coke buyers to redeem ringpulls and other POPs for cyber credits. These are then used as currency with which participants bid for items on offer at a dedicated website –

According to QXL, the new promo is already live and will run until the end of May, to be followed by similar joint activities. Coca-Cola will support the auction on TV and both partners will run cross promotions.

News source: Wall Street Journal