From August to November 2023, Coca-Cola launched the "Breaktime Refreshment" communication campaign on social media channels, featuring the interactive game "Ahhh with Coca-Cola" on Zalo Mini App. Alongside the engaging gameplay, a large number of rewards such as movie tickets, phone top-up cards, and supermarket discount vouchers contributed to the campaign's appeal, with the gift stock running out within the first two weeks.Customer Introduction:Entering the Vietnamese market in 1994 with three factories in Ho Chi Minh City, Hanoi, and Da Nang, Coca-Cola is best known for its soft drinks like Coca-Cola, Sprite, and Fanta. The brand has become an integral part of Vietnamese life, from festive occasions and gatherings to daily consumption habits.Context: In the FMCG industry, especially with low-value products, the widespread availability and similarity of products within the same category mean consumers often have many alternatives. Therefore, brands often compete by creating and attracting consumers through entertaining campaigns.Companies like Coca-Cola consistently generate ideas to create "top of mind" effects. Coca-Cola strives to produce outstanding content campaigns linked to user lifestyles such as music and sports. In a world where everyone uses mobile phones, games are a favored content type that easily reaches users due to their high entertainment value.Incorporating game elements into marketing activities (gamification) helps companies increase customer interaction rates by stimulating people's "competitive spirit." However, games need rewards to attract attention, so what kind of rewards can capture the interest of online "netizens" amid the thousands of daily online news items?Solution:While physical gifts require strict management to avoid fraud and damage during transportation, e-gifts offer convenience for both the giver and the receiver. Most customers prefer practical gifts they can easily use without the hassle of logging in or downloading apps. The appeal of online gift cards like Grab Food discount vouchers, movie tickets, or phone top-up cards significantly boosts campaign conversion rates.Moreover, if cleverly integrated, brands can easily collect customer data without making it feel like a "data submission" task. This data can be used for subsequent marketing and after-sales activities.The "Breaktime Refreshment" campaign, along with the minigame "Refreshing Tunes – Ahhh with Coca-Cola," was launched on social media channels. Users only needed to scan a code or follow a link to directly access the game interface and receive gifts on the Zalo Mini App. The game was not just for entertainment; it was a clever combination of sampling and loyalty activities for the brand. After completing the game, depending on the points scored, players received corresponding gifts that could be redeemed immediately at convenience stores. This made Coca-Cola products increasingly popular in the market.Results:Conclusion:In the battle to capture customer attention, gamification and e-gifts provide a solution that addresses communication, sampling, and loyalty challenges for brands. Particularly, rewards for minigames should be selected and managed by a professional system to maximize their effectiveness.E-gifts are a convenient, flexible, and safe choice for large-scale reward distribution in communication, sales, and marketing campaigns. Experience giftee's e-gift solutions from Japan for your business.