One way to lure customers into physical stores is to gamify the real world, which is exactly what GameStop and Coca-Cola are doing with Scvngr and the “Happiness in Numbers” campaign. The companies say it’s the biggest real-life location-based game ever.

The free Scvngr app is on iPhone and Android. Players go to their choice of more than 4,400 GameStop stores in the U.S. and tap that location in the Places tab of the app to learn what challenges they need to complete in order to earn points. Challenges are tasks like taking a photo with a favorite game box and a Coke, or getting the high score on one of the in-store game kiosks and taking a picture posing with the game while holding a Coke.

Prizes include GameStop PowerUp rewards points and Live Nation concert cash, and each player is entered into a sweepstakes to win a prize package worth $3,500.

“GameStop is all about gaming, regardless of how and where you play,” said Mike Hogan, senior vice president of Marketing, GameStop. “That’s why we’re building the biggest real-life game in history with partners like Coca-Cola. With this completely new form of location-based engagement, gamers control the action as they play and build their own challenges on Scvngr.”

Scvngr is funded by Google Ventures, Highland Capital Partners and Balderton Capital. Chris Mahl, Scvnger senior vice president and Chief Brand Alchemist, said the campaign exemplified Scvnger’s model of brand interaction via game layers.

Related links:

Photo of The Coca-Cola Co. headquarters courtesy of The Coca-Cola Co.