Modern Marketing Fanta Coca-Cola

Coca-Cola UK's largest Halloween investment summons ghoulish VR and Snapchat Fanta campaign

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By John McCarthy | Media editor

October 24, 2017 | 3 min read

Fanta has gone all in for Halloween this year, embarking on what it says is its biggest ever marketing campaign created for the spooky season.

Fanta

Some grizzly influencer action

Coca-Cola’s biggest ever investment in Halloween culminates in a host of activity all centred around a ghoulish virtual reality experience set in a crashing elevator.

The experiential work can be attended both in Westfield Stratford in London and at Thorpe Park Furthermore, this can also be experienced on YouTube in 360 video.

Accompanying this work are on-package promotions with QR codes leading to exclusive Snapchat lenses and filters in a partnership running up to the big day. This work will be amplified through collaborations with vlogger and influencer workers, who will look to recreate the unsettling looks found in the filters.

Topically, Israeli designer and illustrator Noma Bar has created all the graphics and idents for the campaign, giving it a distinctive look during a period where many brands will adopt malevolent guises. His minimalist approach will also find pride of place on bottle and can packaging.

Rosalind Brown, marketing manager at Coca-Cola GB, said: “Halloween is a fast-growing sector in the UK and this is largely driven by millennials – Fanta’s key demographic – making it the perfect occasion to engage with our fans.

“We know that experiences are of the utmost value to millennials and so using platforms like VR and Snapchat allows our fans to create relevant and exciting experiences and then share them online.”

Finally, the campaign will be supplemented with some out of home activity, following is the standard six sheet for that drive.

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Vote for the campaign in The Drum's Creative Works.

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