Brief Explanation

The business goal was clear; build relevance and bring lapsed teen users back to FANTA. Our challenge was to reach a demanding and hard to engage segment. Communications needed to be fun, participatory and interactive, connecting with teens using their language and in the media and technology most relevant. Our insight: FANTA recognises that during our teenage years life becomes more serious. FANTA wanted to use the positive and colourful exuberance it offers to help teens be ‘more fun, less serious’ creating play at times when they needed it most. Universal access to a mobile and the rise of mobile gaming provided a perfect platform to deliver a brand experience that truly reflected the fun, playful, and social personality of FANTA, targeting teens in moments of receptivity i.e. their commute, when hanging around or doing homework. The solution? FANTA PLAYZONE – a mobile gaming experience which integrated Facebook and outdoor activity. Three custom-built games were developed, each designed specifically for mobile. User’s interactions were synced to Facebook, where scores were published on their wall allowing the campaign to be socialised and spread within their networks. Weekly prizes and a real time leaderboard were built-in to drive repeat participation. For a deeper experience, teens could boost their score using the app to interact with outdoor media, situated in hang out zones. Using location based information within the app, users were able to find outdoor panels, and via their smartphone camera could catch the characters magically jumping into the user’s phone via augmented reality, which provided a “power-up”. By delivering a world first for FANTA - linking outdoor media with mobile gaming via augmented reality we ensured FANTA maximised the value and impact of their media. The FANTA PlayZone mobile game: • Engaged teens by delivering an experience that was ‘more fun’ and created play. • Used out of home awareness drivers to provide extra in-game incentives to drive interaction from the app. • Ensured social connectivity with all mobile interactions feeding into Facebook. The Results: • 36,000+ people downloaded the app. • 100,000+ visits! • At 3.8mins per visit, with an average of 3 visits per user, each user spent approximately 11.4mins playing with FANTA! • Highly engaged users, with over 65% of visitors returning to play again. • Put in context, our 30,000+ users collectively spent over 8.5 months continuously interacting with our games, and therefore interacting with FANTA. Importantly, all this ‘fun’ helped deliver real business results with volume growth of +12.3% vs YA over the period.