Coca-Cola U.S. is using the SCVNGR gaming application to kick off a national initiative focused primarily on younger fans of the soda brand and geo-location interactive activity. The campaign, which comes under the previously introduced Coke Secret Formula theme, will be launched on Black Friday (November 26) at 10 Simon Malls across the country. The brand will encourage consumers to participate in a number of challenges for a chance to win nice prizes through the end of the year.

Image Courtesy: mashable.com

The brand is inviting the app users to join the movement by searching for hidden experiences (which are Coke challenges) with doing checkins and taking photos to earn rewards, which can be converted into nice items including American Express gift cards (the total amount is $100,000) and branded goods such as Coke bottle openers. The company promotes the new round of its Coke Secret Formula campaign with a series of vibrant online, print and mall advertising.

To date, SCVNGR has 500,000 users, but its developers hope that the new collaboration will help double the number of people who would like to have the app on their iPhone or Android devices. TechCrunch reports that “since [SCVNGR’s] rewards platform launched over the summer, its players have redeemed some $1.5 million worth of free goods.”

Watch the video, which explains how to use the app.

This May, the Weiden+Kennedy agency created an interactive video about Coke’s secrets featuring links to Twitter and www.mycoke.com destinations, where users could learn something new about the brand.