It became a campus-wide buzz at Brigham Young University this past spring: a soft drink promotion called Shop Happy that boosted traffic and enthusiasm while driving product sales at the Creamery on Ninth campus retail store. It involved calls at random times to the cashier station with the message “Coca-Cola’s calling” to inform the customer at the register of a prize. These ranged from ball caps, t-shirts, and beverage products to gift cards and even iPads. Other ...

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