Coca-Cola Enterprises (CCE) has launched a new mobile shopper marketing promotion aimed at rugby fans.  

The promotion offers shoppers the opportunity to instantly win a number of rugby-themed prizes via a ‘gamification’ platform within symbol group stores including Nisa, Costcutter, Musgrave and Spar.

It is designed to appeal to the 16-29 year old demographic and is linked to purchases of 500ml bottles of all four Coca-Cola variants.

The promotion aims to encourage engagement with rugby fans and their families whilst encouraging new shoppers to get involved in the sport at the point of purchase.

Pierre-Luc Petard, senior manager digital shopper marketing at CCE, said: “This is a fantastic way to engage and entertain Coca-Cola consumers through a simple but fun mobile experience. Capitalising on the shopper trend towards gamification, this rugby themed experience is delivered in-store to surprise and delight.”