CAMBRIDGE, MA--(Marketwire - November 26, 2010) - Starting today, Coca-Cola will be engaging people in select Simon® malls across the country in a brand new way. The "Coke Secret Formula Challenges" encourage fans to discover a variety of "hidden" shopping experiences through SCVNGR, the social game that's all about going places, participating in challenges, earning points and unlocking awesome rewards.

"Joining forces with SCVNGR was a natural fit because Coca-Cola is always there to refresh every experience, like holiday shopping," said Roberto Mastrocola, Integrated Communications Manager, Media and Interactive, Coca-Cola North America. "SCVNGR provides an interactive, entertaining way for Coca-Cola to surprise and delight people, reward their curiosity and enhance the overall shopping experience at Simon malls."

The use of location-based social technology and tangible rewards offers a compelling way to connect with people through their smartphones. As people complete fun, simple challenges, they'll earn points. With the "Coke Secret Formula Challenges," as individuals accumulate enough points they can redeem them in the mall and be instantly rewarded with gift cards and other fun Coca-Cola branded merchandise. Some of the challenges include tasks such as:

  • Sharing what snack or meal in the mall goes best with an ice cold Coca-Cola, and providing the answer in a five-word "Coke-Critique."
  • Spreading some happiness by having a friend snap a photo of you high-fiving a fellow mall patron. 
  • Determining an appropriate location to "hide" the Secret Formula within the mall.

The 10 malls participating in the "Coke Secret Formula Challenges" include:

  • Burlington Mall (Burlington, MA)
  • Florida Mall (Orlando, FL)
  • Gurnee Mills (Gurnee, IL)
  • Mall of Georgia (Buford, GA)
  • Northshore Mall (Peabody, MA)
  • Ontario Mills (Ontario, CA)
  • Roosevelt Field (Garden City, NY)
  • Sawgrass Mills (Sunrise, FL)
  • Stoneridge Mall (Pleasanton, CA)
  • Tyrone Square (St Petersburg, FL)

"Coca-Cola is one of the world's most creative and innovative marketers and we applaud them for being the first consumer packaged goods company in this space," said Chris Mahl, SCVNGR's Chief Brand Alchemist. "This campaign gives mall-goers a chance to engage with the brand in a fun way through interactive challenges that offer great rewards. It's a fun and simple way for Coca-Cola and SCVNGR to join forces to enhance the shopping experience at Simon malls. We're pleased to have this exclusive arrangement with Coca-Cola."

Grab the free SCVNGR app from the Android Market or Apple App Store today. For more information about this initiative, please visit

The Coca-Cola Company
The Coca-Cola Company (NYSE: KO) is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Along with Coca-Cola®, recognized as the world's most valuable brand, the Company's portfolio includes 12 other billion dollar brands, including Diet Coke®, Fanta®, Sprite®, Coca-Cola Zero®, vitaminwater®, Powerade®, Minute Maid®, Simply® and Georgia®. Globally, we are the No. 1 provider of sparkling beverages, juices and juice drinks and ready-to-drink teas and coffees. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy the Company's beverages at a rate of 1.6 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that protect the environment, conserve resources and enhance the economic development of the communities where we operate. For more information about our Company, please visit our website at

SCVNGR is a game. Playing is simple: Go places. Have fun and share with your friends. Check-in, snap pics, do the social check-in or try a challenge! Everywhere you go, you'll earn points and start unlocking real-world rewards at over 12,000 locations (think free ice cream!). SCVNGR makes it easy to share where you are and what you're up to with your friends on SCVNGR, Facebook and Twitter. Start playing SCVNGR by downloading our free iPhone & Android app. SCVNGR is funded by Google Ventures and Highland Capital Partners. Visit to learn more.

Contact Information:

Media contacts
LaunchSquad for SCVNGR
Mike Farber
Scvngr [at] launchsquad [dot] com
Boston: 617-872-0769

Susan Stribling for Coca-Cola Refreshments