Agenda
01
Why We Changed
The shift in thinking behind the new app
02
A Tour of the New App
Screen by screen: what the consumer meets in every area
03
The New Engagement Model
How consumers progress, what they earn, and why it is fair to everyone
Why We Changed
From an Entertainment App to a Useful One
Current version
Entertainment and experience
A tool for building brand image and desirability among target audiences - experience, play and excitement.
→
New version
A useful, everyday tool
A practical tool that elevates the drinking experience and shapes consumer behavior. A stronger connection to the product.
App Tour
OnboardingThe first entry
A short, friendly walkthrough that introduces the new experience from the very first moment
●A quick introduction to the world of opportunities and the engagement meter - in simple, visual language
●We explain what is in it for the consumer - before the first screen of the app
●Designed in the new white-and-red language - a brand experience from second one
App Tour
Home ScreenA new look: bright, modern and clean
The whole design was rebuilt on the brand's new visual language
●Leaving the black-and-red behind
●Aligning with global's new brand direction
●A bright, focused palette - clean white with bold Coca-Cola red
●Strong red action buttons - easy, fast, intuitive progress
App Tour
The Engagement MeterFilling the monthly bottle
●The consumer does not see a dry number count - they feel exciting progress
●A refreshing cycle - the meter resets on the 1st of every month, creating competition and interest
●Curiosity by design - exclusive reward tiers appear locked, pushing consumers to keep going
●A range of actions - not just content: code scanning, sharing and games
App Tour
VibezEvent tickets
Buying tickets to Coca-Cola events inside the app - without ever leaving it
1
Arriving through an opportunity
Winning an opportunity or completing dedicated content leads to the purchase
2
Purchase inside the app
A full ticket-buying experience for brand events
3
Tickets in the personal area
Purchased tickets are stored in the personal area - including a QR code for entry
App Tour
The Story Experience
The brand's social feed inside the app
Connected to every social asset
Fully connected to the brand's social channels - one content source, presence everywhere
Content arrives on its own
Everything posted on social appears in the app automatically
Rewarded with engagement
Every story view counts toward the user's engagement meter
A live conversation with consumers
Polls, quizzes and votes inside the story - a two-way conversation that deepens the relationship
App Tour
The "My Drinks" Area
Where digital meets the physical world - the only area where the caps mechanic remains
●Buying drinks and redeeming directly at the branded vending machines
●Buying Coca-Cola products with convenience-store partners (am:pm / Alonit)
●Enter the product code from the purchase - and receive caps as a reward
App Tour
Content AreasWhat the consumer meets
Content is the fuel of the engagement meter - varied, short and always refreshed
Quizzes and games
Short, fun games that fill the engagement meter
Seasonal campaign challenges
Missions around the year's big campaigns - summer, holidays and events
Hosting franchise brands
A stage for the company's franchise brands - content and activities inside the app
Music and food worlds
Content around the target audience's interests, tied to brand events
Golden special content
Exclusive zones that unlock only for highly engaged users
Surveys - data worlds
Consumer surveys that build rich brand data on the target audience
App Tour
Content AreasWhat the consumer meets
Content is the fuel of the engagement meter - varied, short and always refreshed
Quizzes and games
Short, fun games that fill the engagement meter
Seasonal campaign challenges
Missions around the year's big campaigns - summer, holidays and events
Hosting franchise brands
A stage for the company's franchise brands - content and activities inside the app
Music and food worlds
Content around the target audience's interests, tied to brand events
Golden special content
Exclusive zones that unlock only for highly engaged users
Surveys - data worlds
Consumer surveys that build rich brand data on the target audience
App Tour
Content AreasWhat the consumer meets
Content is the fuel of the engagement meter - varied, short and always refreshed
Quizzes and games
Short, fun games that fill the engagement meter
Seasonal campaign challenges
Missions around the year's big campaigns - summer, holidays and events
Hosting franchise brands
A stage for the company's franchise brands - content and activities inside the app
Music and food worlds
Content around the target audience's interests, tied to brand events
Golden special content
Exclusive zones that unlock only for highly engaged users
Surveys - data worlds
Consumer surveys that build rich brand data on the target audience
App Tour
Content AreasWhat the consumer meets
Content is the fuel of the engagement meter - varied, short and always refreshed
Quizzes and games
Short, fun games that fill the engagement meter
Seasonal campaign challenges
Missions around the year's big campaigns - summer, holidays and events
Hosting franchise brands
A stage for the company's franchise brands - content and activities inside the app
Music and food worlds
Content around the target audience's interests, tied to brand events
Golden special content
Exclusive zones that unlock only for highly engaged users
Surveys - data worlds
Consumer surveys that build rich brand data on the target audience
App Tour
Content AreasWhat the consumer meets
Content is the fuel of the engagement meter - varied, short and always refreshed
Quizzes and games
Short, fun games that fill the engagement meter
Seasonal campaign challenges
Missions around the year's big campaigns - summer, holidays and events
Hosting franchise brands
A stage for the company's franchise brands - content and activities inside the app
Music and food worlds
Content around the target audience's interests, tied to brand events
Golden special content
Exclusive zones that unlock only for highly engaged users
Surveys - data worlds
Consumer surveys that build rich brand data on the target audience
App Tour
Content AreasWhat the consumer meets
Content is the fuel of the engagement meter - varied, short and always refreshed
Quizzes and games
Short, fun games that fill the engagement meter
Seasonal campaign challenges
Missions around the year's big campaigns - summer, holidays and events
Hosting franchise brands
A stage for the company's franchise brands - content and activities inside the app
Music and food worlds
Content around the target audience's interests, tied to brand events
Golden special content
Exclusive zones that unlock only for highly engaged users
Surveys - data worlds
Consumer surveys that build rich brand data on the target audience
App Tour
Home ScreenBefore and after
Before - black design
After - white and red
Engagement Drivers
Small Habits That Bring the Consumer Back Every Day
See you tomorrow too?
Building quick daily visit habits - every daily check-in fills the bottle
Keep the streak going?
A special reward for five days in a row
Worth finishing what you started
Completing content to the end - videos, surveys and quizzes - earns engagement
Open a can, open a gap
Every can scanned into the app earns caps in the drinks area
The New Engagement Model