CorpComms Magazine

Coca-Cola has launched an interactive challenge game app for iPhones and Androids which is targeted at American teenagers.

The goal of the 'Happiness in Numbers' game on Scvngr, a location-based platform similar to Foursquare, is to encourage happiness and friendship during the summer months.

Coca-Cola is offering rewards to participants, which include T-shirts and temporary tattoos, and on-the-spot prizes at participating cinemas, theme parks and restaurants.

Chris Mahl, vice president of Scvngr, said: 'Mobile challenges are the most flexible unit of interaction with connecting with consumers.'

An example of a challenge, which is worth three points, is 'Party Like a Rockstar'. Users are told: 'Get your friends together and snap a picture of everyone in their best rock and roll pose with the dTour stage in the background.'

Mahl said: '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. The challenges that they'll complete in will be posted to Twitter and there's a series of rewards that will unlock in the game and users can win and earn prizes.'

The campaign is designed to encourage teenagers to engage with the brand. Mahl said: 'We like to be smart and have a lot of fun with consumers.'

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