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Coca-Cola China’s TV ad for the Hong Kong market invited viewers to use their smartphones to “chok” bottle caps flying across their TV screens. A well-timed waggle of the phone would catch a cap on the phone’s screen, earning points (to be redeemed later for sweepstakes entries). This mobile integration was complicated: For instance, people had to download a special app to play, and the timing of the ads had to be announced in advance so that players would be ready. But it all came together and worked. The app was downloaded 380,000 times in its first month, and exposure to the ad (on TV, YouTube, and Weibo combined) exceeded 9 million views.

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