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Coca Cola combined a television commercial with a mobile app and instant win promotion in a recent campaign. The result—the app was downloaded 390,000 times and Coke saw its brand revitalized in this Chinese city.
One likely reason behind the campaign's success was the novel "Chok" app, which worked akin to a Wii in that it turned the mobile phone into a remote controller. [video]
What Coca Cola is doing is virtually collecting bottle caps, Julie Ask writes in a Forrester blog. "The audio signal from the commercial triggers the application and syncs the user's motion with the video. The accelerometer is used to assess the quality of the motion of the user's mobile phone—the device that is used to catch the bottle tops virtually."