Vampire AR Game
Read the story- Brand
- Fanta
- Year
- 2019
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Mini-Games
- Platform
- AR & VR
- Agency
- MRM Romania
Objective
For Halloween 2019, Fanta wanted a standalone digital experience for its limited-edition Black Blood Orange flavor that would push Facebook's then-new AR camera platform further than before, using the bottle itself as the trigger. The aim was to turn a purchase of the seasonal pack into the entry point for the brand's Halloween content.
Solution
Players pick up a bottle or can from the Halloween-edition Black Blood Orange line, whose labels show a vampire, a mummy, and a werewolf, then open the camera in Facebook or Messenger and point it at the vampire on the label. The label acts as the trigger: the space around the player warps into a spooky scene, a vampire appears in a short intro and turns into a bat, and a survival mini-game begins. When the round ends, players see their score, followed by a brief scare video.
- 1
The player scans the vampire artwork on a bottle of Fanta Black Blood Orange using the Facebook or Facebook Messenger camera; the scan itself launches the experience, with no separate app or link required.
- 2
The camera view transforms the space around the player into a haunted Halloween scene.
- 3
A vampire character appears in an intro sequence and then morphs into a bat, marking the shift from setup into gameplay.
- 4
Players enter a survival mini-game built around the bat, trying to last as long as possible in the AR scene.
- 5
The run ends with a score reflecting the player's performance.
- 6
A short scary video from the Halloween campaign plays as a closing payoff after the score.
