Description: The Coca Cola spring contest in Spain on Fanta products promises prizes every hour and sweepstakes with 40 trips on offer to the Chilean resort of Los Muermos. In order to take part in this instant-win contest, which has a strong multi-channel component because it includes a website, a mobile application, integration with video, social media and product packaging, the user has to enter the pincode contained inside the items and vote on a set of experiences called “battles” organized during the trip to Chile. From a mobile perspective, through the Smileworld application, the consumer participates by taking a photo of the product code, which the device can read through an optic recognition mechanism.
Bonus points are also awarded if you answer survey questions about Fanta consumption habits and quality assessments of the promotion. Excellent use of the technologies associated with purchase dynamics encouraging measurement on-the-go; it is only a shame that there is no actual point collection logic to encourage repurchase.