Happiness in Numbers is a socially-connected events platform for teenagers that started in the summer of 2011. As a way to engage teens and give them a reason to visit partners such as GameStop, AMC movie theaters, and Simon Malls, we created a scavenger hunt with a twist—the more people involved, the greater the reward. Iconic Coca-Cola bottles (with a keyhole in the center) were placed in plainsight as a clues. These clues meant that rewards could be found at that location or that a secret event was about to take place. To unlock basic rewards, like a free Coke, teens only needed to check-in via location-based services. To unlock greater rewards: teens had to work together to solve puzzles and play with interactive installations. Eventually, we planned launch special one-day events in major cities as a way to promote program and reward the masses. These events would start small and scale into something spectactular if enough people get involved. For example: Daft Punk would serve hotdogs on the streets of Brooklyn and surprise everyone with an exponential block-party; Lombard Street in San Francisco would be turned into a massive waterslide; a high school would transform into Xavier's School for the Gifted; or the pigs from Angry Birds would steal classic Coca-Cola ads in Atlanta and challenge everyone to game to win them back.