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Coca-Cola launches a treasure hunt on mobile around its "Buvez Bougez" campaign in France with Phonevalley

Published on May. 11, 2009.

Phonevalley, the world's leading mobile marketing agency, today announced the opening of the Coca-Cola treasure hunt "Buvez Bougez" in France for all mobile phones users.

Coca-Cola, a pioneer brand in mobile marketing strategies in France

Since the emergence of mobile as a marketing tool, Coca-Cola has managed to harness the power and specificity of this medium to reach its targets on the move, at any time of the day. Coca-Cola was one of the first players in France to have integrated mobile in its overall communications strategy. Coca-Cola won the Strategies 2008 Mobile Marketing Grand Prix.

Coca-Cola entrusted Phonevalley to design an original communication operation to support on mobile the "Buvez Bougez" promotion for its "Grip & Go" bottle.

To appeal and attract the target of the 20-39 years old while they are on the go, Phonevalley has designed a hunt to the Coca-Cola logo on all the french territory, which began on April 27 and will end on May 30.

The logo hunt is now open!

Since April 27, the French mobinautes, wherever they are, can engage in a treasure hunt from their mobile phone, and get a chance to win an MP3 player each week. Based on the model of the "hot and cold" game, its principle is to approach as close as possible to the Coca-Cola logo hidden on the map of France.

From each Monday morning, participants simply enter their zip code on the mobile site. They then choose a direction and distance to get closer to the location of the Coca-Cola logo. Each participant is offered three tests per day and continues to explore the map of France until Sunday, the day of the draw: those arrived in a radius of less than 20 kms of the logo participate in a raffle to try to win an MP3 player.

Alexandre Mars, Phonevalley CEO and Publicis Groupe Head of Mobile adds: "Our teams are very proud to have designed such an original mobile operation for Coca-Cola and its "Buvez Bougez" (drink, move) promotion. Drink, move, but also play and win thanks to your mobile: the treasure hunt perfectly illustrates the uniqueness of mobile to create a permanent link between brands and their consumers".