A. Basic Mechanism (29/03/2013 - 31/09/2013)

(1)Accumulate Points

- Drink a Coke & get PIN CODE printed on Package.

- Type or read PIN CODE into the App. then accumulated points.

(2)Use Points (Reward)

- Charge free wireless data instantly

- Hot paid-apps

- Mobile coupons

B. Activities

we provided activities to experience Energizing Refreshment via Coke PLAY App.

(1)City PLAY(01/06/2013 - 31/09/2013): Teens to earn coupons by checking-in at Coca-Cola’s Channel such as CVS, theaters, or McDonalds’ based on LBS.

(2)Dance PLAY(02/05/2013 - 31/08/2013): a mission game that Teens were shaking their mobile phones based on motion-recognition technology.

(Campaing Duration: Mar. 29th, 2013 – Sept. 30th, 2013) Coke PLAY app. were downloaded More than 1.1M, and ranked as the No.1 download app in Korea’s no.1 app store, “T-store” Coke Volume growth (vs.2012) +3 %, weekly user population growth (vs.2012) + 3.2%, Coke Brand Love increased in target population. Uplifting Brand +9.6% (12-19YO) / Favorite Brand +1.8%(12-19YO), Coke PLAY created lots of social buzz, It has been spreading voluntarily because Teens like it. Social Buzz 1M, View of Contents 2.3M. Additionally, providing ‘Wireless Data’ as a consumer reward for the first time in Korea affected powerful impact to the market and drew positive feedbacks from consumers: “I’ve never experienced like this kind of app. before”, “It is very useful for me because I always don’t have enough wireless data!” from ‘T store’ consumers’ comments.