The game, called “Happiness in Numbers,” asks consumers to fulfill challenges like taking photos and checking in at various locations to accumulate points. Prizes include T-shirts and gift cards.
Coke and SCVNGR launched a smaller version of the program in November around Black Friday. Like that program, Coke has seeded Simon Malls locations with challenges. But this time around, Live Nation is participating and will offer challenges at 31 “secret sound check” locations.
The promotion expands SCVNGR’s relationship with Coke, a coup for the location-based service, which competes with the likes of Foursquare and Facebook Places.
SCVNGR surpassed 1 million users in February and continues to score new partnerships, including recent ones with Subway, Sears and Swatch. For its part, Coke's big rival, PepsiCo, chose Foursquare for a location-based loyalty program last November.
