Fun World
- Brand
- Capri-Sun
- Year
- 2009
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Adventure & Quest
- Platform
- Web
- Agency
- Netzbewegung GmbH
Objective
Capri-Sonne relaunched its children's site section for the brand's 40th anniversary in 2009, aiming to keep its core audience — kids and their parents — engaged on its own turf through play rather than banner ads. The brand wanted the fun to carry a purpose, quietly weaving in messages about healthy eating, staying active, and fair play alongside logic and social-skill challenges.
Solution
The player arrives in a hand-drawn "sun world" and steers a sports kite across it by dragging with the mouse and pointing to where it should fly. Touching down at one of the marked landing spots unlocks a piece of content or a mini-game — quizzes and challenges built around logic and social skills. Answer correctly or finish a task, and the reward is a "cool extra" the player uses to decorate and build out their own kite, which is what pulls them back to explore more of the map. There's no fixed story to finish — progress is about the collection, so a session simply ends whenever the player stops flying around and lands somewhere new. Parents, meanwhile, get their own separate information section on the same site.
- 1
The player enters the brand's kids section and lands not in a menu but in a hand-drawn "sun world": a virtual sport kite/hang-glider is handed over with an invitation to fly out and explore.
- 2
Flight is steered with the mouse: the player drags the kite and clicks a point on the map to send it there, choosing the route freely rather than following a fixed path.
- 3
The world is larger than one screen, so the map scrolls and streams in new terrain as the player flies, in the manner of a map-service viewer.
- 4
Landing points are scattered across the map; touching down on one opens its content — a themed page or an online mini-game.
- 5
Mini-games and questions inside these locations test logic and social skills around healthy eating, physical activity, and fair behavior.
- 6
Correct answers earn "extras" that the player attaches to the kite, customizing the aircraft they fly with.
- 7
Adult visitors to the same site are routed instead to a separate parents' section with product and brand-history information and large-format imagery, with no flight or play involved.
- 8
A later addition (2011) put a permanent pirate-island scene inside the same world, originally unlocked by holding a printed marker up to a webcam.
