ATLANTA--(BUSINESS WIRE)--VIP access to the hottest events of the season and tropical vacations in the middle of winter can be expensive – unless they’re free. These getaways are just a few ways members could be rewarded for their participation in the all-new My Coke Rewards loyalty program, which launched in late January. To meet the evolving desires and expectations of members, the program has shifted from a traditional, transactional model to a content-based program driven by community and s