Coca$-$Cola's mobile app allows customers to interact with the brand on$-$the$-$go$.$ When customers purchase Coca$-$Cola products, they can use their mobile phones to scan Sip & Scan icons on cans and bottles to unlock chances to win movie and concert tickets to more exclusive experiences like meeting members of the U$.$S$.$ women's national soccer team. Users can also locate nearby Coca$-$Cola Freestyle machines and create and save their Freestyle drink combinations. Coca$-$Cola's app is an example of $q,$

$$ the firm's business

$$ customer value

on$-$demand marketing

empowerment