Back in April 2013, Coca-Cola teamed up with the Global Poverty Project for a mobile check-in scavenger hunt in New York. Ten separate nonprofits in the city benefited from the "Movement for a Movement" campaign, which also encourages healthy, active lifestyles. This case study looks at how the FMCG giant used mobile check-ins to boost customer relations and enforce a positive image for the brand.
Brand: Coca-Cola | Sector: FMCG, Food and Beverage | Country: US | Agency/Partner: Global Poverty Project | Objective: brand awareness, consideration and purchase | Format: Mobile
Thirty 12-packs came in one or a variety of flavours for the winning household. To be entered to win, players had to correctly identify at least eight special Coca-Cola items located in 11 participating businesses. Each business featured only one scavenger hunt item. “You Found It” signs flagged the item as the right object.
Once you "checked-in" at all locations, players unlocked the Movement for a Movement badge and were entered into a drawing for a chance to win a pair of VIP tickets to the Global Citizen Festival in Central Park on Sept 28th and other prizes from Coca-Cola. Artist line-up includes Stevie Wonder, Kings of Leon, Alicia Keys and John Mayer.
Each time Global Citizens check-in at a location like PAL, a $5 donation will be made by Coca-Cola to that location, up to $800 per location.
