They answered on one of their posts on Facebook that it would start at 12am EST. I'm really bummed that I missed the early release on Facebook. I tried 9 minutes after they posted and they were already gone.
MY COKE REWARDS: Hi everyone. Our early social exclusive release is sold out, but visit the link tonight at 12 am EST when the deal will be live for all members on the website.
I did it at midnight too and clicked on the Get It tab and it sent me back to the beginning! I am still trying. Now I have a plain white page.........errrrrrr!
YEAH! I finally got the Submit tab and it went through! Happy day!