In yet another example of how big brands are using social media in creative ways for Black Friday, Coca-Cola is teaming with mobile location-based gaming app SCVNGR — text-speak for "scavenger," as in hunt.
Ten malls around the US are inviting shoppers to play SCVNGR (explained above) with Coke’s "Secret Formula Challenges" initiative, earning points for taking photos of Coke cans and winning prizes such as bottle openers and gift cards.
SCVNGR, now with 500,000 users, is an interesting counterpoint to Pepsi’s relationship with Foursquare, Ben & Jerry's Stickybits tie-in, Disney's theme park partnership with Gowalla, and the Loot location app linked with Safeway.
"You use Foursquare, Gowalla and Twitter. You do not use SCVNGR—you play it," comments founder Seth Priebatsch.
Challenges are set by venues for users to earn points, such as "find the Tyrannosaurus Rex and count its teeth" at the Museum of Natural History.
As brands look to locate customers this holiday season, location-based mobile apps can prove good for business — and fun for shoppers.
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