Endless Catcher
- Brand
- Coca-Cola
- Year
- 2024
- Objective
- Engagement
- Industry
- Food & Drink
- Platform
- App
- Agency
- UNIT9
Objective
Coca-Cola built the promotion around the passion points that matter most to young drinkers — football and music — to drive pre-summer sales of Coca-Cola Original Taste and Coca-Cola Zero Sugar. Promotional packs, styled after festival wristbands, were designed to pull shoppers into the Coca-Cola App and keep them opening it every day, since entry into the prize draws only came through repeat play. The payoff doubled as a way to convert the brand's sponsorship rights — UEFA EURO 2024, Paris 2024, music festivals — into something teens and young adults could actually win tickets to.
Solution
A QR code on the wristband-styled promo packaging drops the player straight into Endless Catcher inside the Coca-Cola App. The player starts in their own room, tapping wristbands as they fly past; the pace and clutter build until a good run triggers a frenzy of extra targets. Catching a stray Coca-Cola bottle mid-run teleports the player to the gates of one of the summer's big events before the next batch of wristbands starts falling. Each run's score converts into Gems, the app's own currency, which get spent in a prize section on weekly, two-weekly and grand draws for tickets to EURO 2024, festivals and the Paris 2024 Olympics — capped at five scoring runs and 500 Gems a day, so the reward builds up over repeat visits across the seven-week promotion. Local markets reskinned the same game: Portugal's edition counted virtual wristbands toward better prizes, while Poland let players redeem codes from bottle caps and labels for extra tokens.
- 1
The player scans a QR code on a specially marked Coca-Cola Original Taste or Zero Sugar pack, which opens or prompts download of the Coca-Cola App; after registering (GB residents aged 18+ only), the player selects "Endless Catcher" from the app's list of games.
- 2
Each run opens in a closed 3D room where festival wristbands fly past; the player taps or swipes to catch as many as possible, scoring points per catch.
- 3
A Coca-Cola bottle occasionally appears among the wristbands; catching it teleports the player to the gates of one of the campaign's summer events.
- 4
Mid-run, a frenzy mode can trigger: the scene transforms with added effects and sound, and the pace of incoming objects spikes.
- 5
Each run ends with points converting into Gems on a tiered scale, with higher totals yielding more Gems; players get up to five runs a day and a daily cap on Gems earned per game.
- 6
In some market rollouts, players can also redeem PIN codes found under bottle caps, can tabs, or inside multipack cartons for extra tokens.
- 7
Accumulated Gems are spent in the app's prize section as entries into scheduled draws (weekly, bi-weekly, and grand prize), each capped at 100 entries per draw type and one win per prize type over the campaign.
- 8
Draw prizes include ticket pairs to UEFA EURO 2024 matches and summer music festivals, plus a full trip package — tickets, accommodation, and spending money — for the Paris 2024 Olympics.
- 9
In the Portuguese rollout, the same wristband-catching mechanic doubles as a collection meter: the more virtual wristbands a player accumulates, the higher the prize tier they qualify for.
