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Are you more a ski mountaineer, freerider, snow bunny or mainly an après-ski fan? Switzerland Tourism ST and Coca-Cola advertised snow sports on the basis of these winter types. Coca-Cola half-litre bottles carried a QR code linked to a self-test and associated online competition.
The gamification strategy caught on: during the 17-week campaign at the beginning of 2019, ST recorded 100,000 visits to the competition website on MySwitzerland.com. Depending on their winter type, users received tips for the perfect winter day.
More than 400,000 Facebook users saw the campaign in their own timeline and almost 30,000 Coca-Cola drinkers eventually took part in the competition. The attractive prizes sponsored by various partners from the tourism and business sectors contributed massively to the success of the competition. There were 343 instant prizes and 17 weekly prizes to be won. First prize was a week’s ski holiday for two people at Hotel Belvedere in Grindelwald and a complete set of winter clothing from Mammut.