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Coca-Cola kick-starts summer season via interactive mobile challenge campaign

Coca-Cola Co. is rewarding consumers with prizes such as free T-shirts and gift cards when they complete various mobile challenges as part of its summer ?Happiness in Numbers? campaign.

The company teamed up with Scvngr to entice consumers to participate in the initiative via the mobile challenges application. Coca-Cola is targeting teens for the campaign.

?The goal of the campaign is to connect with teens across America,? said Chris Mahl, senior vice president and chief brand alchemist at Scvngr.

?Mobile challenges are the most flexible unit of interaction with connecting with consumers,? he said.

Coca-Cola's portfolio features brands including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid, Simply and Georgia.

Scvngr is a free location-based game and gaming platform. People play SCVNGR via iPhone and Android wherever they go to check-in, complete other challenges, earn points and unlock rewards, all with the ability to share their activity with their friends on Facebook and Twitter.

How it works
Consumers can download the Scvngr app to participate.

Teens can start playing Coca-Cola?s Happiness in Numbers game on Scvngr at participating restaurants, amusement parks, malls and movie theaters.

Simon Malls dtour and Live Nation are among several partners joining the Happiness in Numbers program.

Consumers can compete at any of the Simon Malls dtour 14 tour locations or Live Nation?s 31 Secret Sound Check locations to earn points towards prizes.

Consumers can compete in challenges

Consumers can vie for prizes

?Teens will be at certain places like a concert, park or movie theater and they?ll see something where it says ?play Coke on Scvngr here,?? Mr. Mahl said. ?The challenges that they?ll complete can be posted to Facebook and Twitter by choice and there?s a series of rewards that will unlock in the game so users can win and earn prizes."

The appeal of mobile
Mobile challenges are growing rapidly.

Consumers like participating in challenges while they are at a concert or a park.

Additionally, adding an incentive to it makes them want to further engage with the brand.

?We like to be smart and have a lot of fun with consumers,? Mr. Mahl said. ?Coke is all about connecting with their consumers, but also has this idea of serendipity, fun and creativity.

?We are about connecting with folks in the mobile lifestyle, fun and discover and connecting with other folks,? he said.