As part of its ongoing “Movement Through Happiness” campaign, Coca-Cola kicked off a new initiative to encourage teens to live more active lifestyles. The drinks giant has teamed-up with Ubisoft and Misfit to launch the mobile game Just Dance Now and Shine Flash activity tracker.
The initiative got its own ad featuring French duo “Les Twins” to showcase the content in the mobile game, which can be unlocked using QR codes on the side 250ml cans of Coca-Cola, Diet Coke and Coke Zero.
The game is available as a free download for iOS and Android devices, whereas the Misfit Shine Flash is selling for $50, and is able to track users’ steps, calories, distance, sleep quality and duration, as well as cycling and swimming.
To mark the release of the new mobile offering, Coca-Cola held an event in Paris to showcase the technology and get people to take part in a public dance off. The event, which took place last week, demonstrated the Just Dance mobile game, and saw people dance to the new Coca-Cola song “Find Your Move.” DanceOn Network and hip hop dancers Larry “Ca Blaze” and Laurent “Lil Beast” gave a show for the audience.
The hope is to get the youth move more and lead a more active lifestyle. With modern mobile technology and gamification element, Coca-Cola seems onto something, we would say.