Phygital Marketing Campaign Coca-Cola.

In this example, we showcase a Phygital (Physical + Digital) Scratch & Win marketing campaign, developed by XIS for Coca-Cola Belgium.
“Phygital marketing combines physical and digital experiences to engage customers in the best possible way.”

How the campaign worked:

1. Purchase and QR code

• Upon purchasing a Coca-Cola product, consumers received a flyer with a unique QR code.
  
  

2. Play the game

• Consumers scanned the QR code to play the Scratch & Win game on their mobile device.
  
  
• The scratch card was scratched digitally with a 50% chance of winning.
  
  

3. Redeem the coupon

• Winners could choose between “Use Now” or “Use Later.”
  
  
• With the “Use Later” option, they could save the coupon in their email, Facebook, or mobile wallet.
  
  
• With the “Use Now” option, they could redeem the coupon immediately at the checkout.
  
  

4. Validation

• The cashier simply clicked on the “Validate” button to mark the coupon as used.
  
  
• With the “Use Later” option, they could save the coupon in their email, Facebook, or mobile wallet.
  
  
• With the “Use Now” option, they could redeem the coupon immediately at the checkout.
  
  

Campaign specifications:

• Unique QR codes on each flyer.
  
  
• Easy redemption process.
  
  
• 50% chance of winning.
  
  

This phygital pilot case was very successful:

• Games played: 2,724
  
  
• Games won: 1,362 (50%)
  
  
• Coupons claimed: 1,172 (86% of winners)
  
  
• Coupons redeemed: 824 (60% of winners)
  
  

This campaign demonstrates how phygital marketing can effectively engage customers by combining physical and digital experiences.