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GameStop And Coke Launch National Scvngr Campaign

  |  September 29, 2011   |  Comments

It's the largest brand activation yet for the geo-social app.

GameStop and Coca-Cola are collaborating on the biggest Scvngr campaign to date, according to the geo-social platform. When Scvngr users visit one of GameStop's 4,400 stores nationwide, they can play a Coca-Cola-branded game dubbed "Happiness in Numbers" on the mobile app.

2challenge1Coke's game, which targets teens, was actually launched on Scvngr on June 21. But it wasn't tied to a retailer. In the GameStop activation that will run throughout fall, geo-social players can earn points by checking in at a GameStop location and overcoming "challenges" - Scvngr's gamification answer to Foursquare's tips. The points can be redeemed for prizes, gift cards, and the chance to win $3,500 worth of video game products from GameStop.

In the GameStop-Coke program, the challenges revolve around snapping photos and uploading them via the Svngr app. Here are the three primary examples of how players can earn rewards points:

  • "Box Art" encourages users to recreate the box art of a GameStop product and then to upload a photo of it with a Coke in the frame.
  • "High Score" challenges GameStop patrons to play video games at kiosks against other people in the store and then snap a photo of the winning score with a Coke in hand.
  • Every GameStop location has a hidden image of the iconic Coca-Cola keyhole bottle logo. For a challenge called "Happiness Found," they can find the logo and snap a picture of it.

Scvngr's announcement today underscores how Foursquare competitors remain plucky while up against what appear to be long odds. In two other recent examples, Gowalla shifted its focus to becoming a travel app, while Loopt continues to plug away with interesting brand partnerships with the likes of Virgin America.

Eventually, more players in the geo-social space are going to have to hit something resembling critical mass before the investor cash likely dries up. Foursquare reached 10 million users three months ago, while Scvngr claims more than 2 million, Loopt has 5 million, and Gowalla has garnered nearly 2 million.

Last April, Whrrl was the first location-based player to call it quits, selling off its technology and talent to Groupon.

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ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

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