Coke just rolled out an innovative marketing campaign in Romania to improve sales with young consumers. The soda king is printing detachable labels that serve as wristbands to some of the country’s biggest musical festivals. Only select Coca-Cola festival bottles have winning packaging and customers have to use a special app to determine if the scored a free ticket. The campaign was sparked by data showing 40% of Romanian teens hadn’t had a Coke in the past month. Summertime means music festivals and most teens will be trying to fill their social media feeds with their favorite concerts, so attaching a desirable incentive to this target audience could drive sales. And it looks like it did, as Coke has claimed that the campaign has already reached boosted sales by more than 10 percent in the country.