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Coca-Cola Freestyle app treats Lady Antebellum fans with tour contest

Coca-Cola Freestyle, the branded solution that dispenses more than 100 different drink choices in participating restaurants, has joined forces with Lady Antebellum to give fans the chance to win backstage passes at one of the country music group's shows, an effort that relies on a collaborative mobile application to tell fans where the dispensers are located.

When fans visit participating restaurants with Coca-Cola Freestyle now through March 31, they can choose from three Lady Antebellum mixes for a chance to ?mix it up backstage? and ?Own the Night? with the country group. Channeling a multichannel approach, physical participation will likely be driven by mobile capabilities, as customers will use the app to better their chances of winning the sweepstakes.

Drink it up
Each time fans create a mix using Coca-Cola Freestyle in participating restaurants around the country, they can receive a code which will allow them to enter for a chance to win a grand prize trip for two to a Lady Antebellum concert of the winner?s choice during their Wheels Up 2015 Tour, which is presented by Quicken Loans. 

Other prizes include Lady Antebellum 747 Deluxe CDs, autographed pictures and downloads of their latest single, ?Freestyle.?

Lady Antebellum?s Hillary Scott, Charles Kelley and Dave Haywood each created a personal mix available only with Coca-Cola Freestyle. 

Charles? Smooth Rollin? Mix is a sweet blend of Vanilla Coke and Barq?s, while Dave?s Rock ?n? Bold Mix includes Sprite Vanilla and Seagram?s Ginger Ale. Hillary?s Southern Cherry Mix plays on the artist?s Tennessee roots and combines two of her favorite beverages Coke Zero Cherry and Coke Zero Raspberry.

Fans can enter for a chance to win in several ways. 

When they approach Coca-Cola Freestyle dispensers at one of the 600-plus participating restaurants, they should simply look for the special Lady Antebellum promo button on the home screen to choose from the three mixes. 

App users can reference the map feature in the app to find a participating restaurant.

After fans pour their beverage of choice, they should text the code that appears onscreen to enter the sweepstakes.

Even if they are not near a select Coca-Cola Freestyle dispenser, Lady Antebellum fans all over the U.S. can still join in the fun beginning March 23 through April 30 when they download the free Coca-Cola Freestyle app. 

App holders with push notifications enabled will receive an offer in the ?My offers? section of the app to add all three Lady Antebellum mixes to their favorites. 

When they visit any Coca-Cola Freestyle, they can use the QR code within the app to pour any of the exclusive mixes. Fans will then receive push notifications within the app with instructions to enter.

Mobilizing all facets
The soda brand?s most recent efforts have heavily involved mobile.

During this past holiday season, Coca-Cola reached out to mobile-savvy Hispanics with a campaign that leveraged classic heartwarming holiday sentiments to promote emotional acts of kindness.

Building on the question: ?Have you made someone happy today?? Coca-Cola?s ?Haz a Alguien Feliz? campaign encouraged celebrating the holiday season in the Hispanic community by doing a random act of kindness. The effort was an example of how marketers are overcoming the challenge of translating heart-warming sentiments to mobile?s small-screen world (see story).

A joint effort, Coca-Cola, Nivea and Dafiti benefitted from Brazil?s growing smartphone market by leveraging beacons to deliver personally targeted, relevant content to mobile-savvy consumers in December 2014.

Many companies have begun to experiment with Apple?s iBeacon as a way of interacting with consumers. The acceptance of beacon technology in this nation, part of the group known as BRIC, for Brazil, Russia, India and China, shows how as mobile moves through society, mature customers demand deeper purchasing experiences in addition to good online service (see story).

Final Take
Caitlyn Bohannon is an editorial assistant on Mobile Marketer, New York