Fanta Halloween AR Facebook Game (Blood Orange)
Open the game- Brand
- Fanta
- Year
- 2019
- Objective
- Engagement
- Industry
- Food & drink
- Mechanic
- AR
Objective
Fanta launched a limited-edition Blood Orange flavor in 2019 and needed to create Halloween engagement across Central and Eastern Europe. The brand aimed to push the boundaries of Facebook's then-new AR capabilities and drive awareness of the new flavor through an interactive, mobile-first experience that aligned with the spooky season.
Solution
An AR game accessible via Facebook Camera, triggered by scanning the Fanta Blood Orange bottle label. Users encountered a vampire character that transformed into a bat during a survival mini-game sequence. The experience concluded with a score display followed by a short horror video payoff. The campaign rolled out across 10 CEE and Baltic markets (Romania, Hungary, Serbia, Bosnia, Poland, Switzerland, Estonia, Latvia, Lithuania, and Slovenia), leveraging the physical product label as the AR anchor point.
Results
Not published.
