2012 IAB Awards | Mobile Platform or App Winner
FANTA Playzone
Agency: Ikon Communications: with Webling; Ogilvy; Naked Communications
Client: Coca-Cola
Strategy
To bring lapsed teen users back to FANTA by making their brand cool, exciting and revered amongst their friendship groups, FANTA wanted to create a campaign that would help their target audience rebuild a relationship with the brand.
Tactics
FANTA Playzone, a multiplatform mobile gaming app was developed. It integrated Facebook and outdoor activity, inviting teens to ‘play’ with FANTA. Three custom-built games were developed using both touch screen and tilt centres, each featuring different members of the FANTA ‘crew’ and weekly prizes with a real time leader board used to drive repeat participation.
Users’ interactions were synched to their Facebook walls, where scores were published, helping spread the word about FANTA Playzone. Players were also able to boost their scores by using the app to interact with outdoor media billboards situated where teens tend to ‘hang out.’
Results
Over 36 000 people downloaded the app and over 102 000 visited it, spending an average of 4 minutes per visit. Users became highly engaged, with over 65% of visitors returning to play again; that is an average of 2.6 visits per user each spending an average of 11 minutes playing and engaging with the brand.
As a result of this app, FANTA also achieved a volume growth of 12.3% yoy over the campaign period.
