Halloween Web 360° & AR
View the case- Brand
- Fanta
- Year
- 2021
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Arcade & Action
- Platform
- Web
- Agency
- Starcom
- With
- CamOn
Objective
Fanta wanted to own one of the year's most commercially strategic dates and win over younger audiences with something more engaging than a social post, using Halloween to extend the brand's global 'Colorful People' platform launched earlier in 2021.
Solution
The player opens the experience straight from a QR code or an Instagram link, no app required, and lands in a 360° Fanta-branded Halloween neighborhood. Spinning an on-screen wheel unlocks one of six 3D Halloween objects — a spider, witch hat, bat, skull, pumpkin, or ghost — which then drops into the player's own room in AR, at real scale, ready to be photographed and shared. From the same neighborhood the player can also enter a haunted mansion, where they have one minute to spot 10 pumpkins hidden in the scene; finding them all earns an exclusive discount to redeem on Fanta products in the Coca-Cola online store.
- 1
The player reaches the experience through a QR code on printed or offline media, or a link in a Fanta Instagram post or paid-media placement, and opening it loads the game directly in the phone's browser with nothing to install.
- 2
The player arrives inside a Web 360° Halloween neighbourhood styled in Fanta's branding, looking around by moving the phone or dragging the screen.
- 3
The first mechanic is a spinnable wheel in the environment: spinning it unlocks one of six 3D Halloween objects — a spider, a witch hat, a bat, a skull, a pumpkin or a ghost.
- 4
The unlocked object is placed into the player's real surroundings through the phone camera at full scale; the player photographs it there and shares the image on social media.
- 5
Back in the 360° world, the player can enter a haunted mansion for the second mechanic, a timed hidden-object search for 10 pumpkins hidden inside, to be found in under one minute.
- 6
Finding all 10 pumpkins in time rewards the player with an exclusive discount on Fanta products, redeemable in the Coca-Cola store e-commerce.
