Fanta Halloween App (AR packaging game)
Open the game- Brand
- Fanta
- Objective
- Engagement
- Industry
- Food & drink
- Mechanic
- AR
- Platform
- App
Objective
Coca-Cola's Fanta brand launched a Halloween seasonal activation featuring licensed horror franchises (Universal Pictures, Blumhouse properties including Chucky, Michael Myers, and others). The objective was to increase brand engagement, recall, and drive product discovery through interactive AR experiences tied to limited-edition Halloween packaging.
Solution
A mobile-web AR experience developed by CamOn and distributed by Starcom, accessible via QR code or direct link from social and paid media channels. Users spin an interactive wheel to unlock six collectible 3D AR objects (spider, witch hat, bat, skull, pumpkin, ghost) that can be placed in their physical surroundings via mobile camera and shared as photos. The experience includes a secondary game mechanic: finding 10 hidden pumpkins within one minute unlocks exclusive product discounts available through the Coca-Cola e-commerce store.
Results
Not published.
