When I was studying in Hong Kong I cam across the strangest thing. At some points during the day people started shaking their phonesm almost uniformly. It was a very curious act so I asked around.

Turns out, Coca-Cola released a free app for smarphones. Durin certains times of the day a Coca-Cola commercial would play that would ask you to prepare your phoe, launch the app, and, well... start shaking. Doing that will earn you random prizes from discounts at Coca-Cola partners (liek McDonald's) to vintage bottles and small teddy bears. The whole activity seems to be very well received in hong Kong and enjoyed by almost all teenagers. The reason behind it are both psychological and social. It appeals to the general psychological trend of people being curious. There is something unknown, random, and people just want to see what is next, what have they won, what their friends have wone, etc. It also appeals to the social aspect of hiuman nature by making it a sor of a social event. Since the commercials are ranodm, someone who happens to see the special ShakIt commercial, can spread the word and people can join in togther and shake. Most importatnly, it gfives and opportunity to the customer to interact with the brand, increasing interest, loyalty and repuutation. Overall, from what i have seen, Coca-Cola has done a very good jobusing gamification in their marketing and have created something fun and exciting that is related to the product.