Coca-Cola is extending its presence in the mobile fitness space and bolstering its connection with mothers by joining drugstore chain CVS and Morris Media Network’s regional Parent magazine group in challenging Southern United States families to track healthy lifestyle practices on a mobile-optimized Web site in exchange for prizes. By going to the Fit Family Challenge responsive site, participants in the free, eight-week healthy lifestyle program in North Carolina, South Carolina and parts of Tennessee can track their activity, eating habits and hydration levels and earn points toward prizes through June 15. Coca-Cola’s participation in the challenge follows its pledge in 2013 to promote well-being and address obesity and sedentary lifestyles, including supporting physical activity programs globally.