Fanta Web 360° & AR Halloween Experience

Objective

Fanta sought to capitalize on Halloween's cultural moment by creating an immersive, shareable digital experience to drive engagement and brand affinity among younger audiences. The AR-powered campaign positioned the brand as a Halloween essential while generating user-created content for organic social amplification and encouraging product purchases through in-experience incentives.

Solution

A mobile-first Web 360° environment (no app required) where users spin an interactive wheel to unlock six 3D AR objects—spider, witch hat, bat, skull, pumpkin, and ghost—placeable in their physical surroundings for social sharing. A secondary mechanic, the Haunted Mansion minigame, challenges users to locate 10 hidden pumpkins within 60 seconds to earn exclusive Fanta product discounts redeemable via the Coca-Cola e-commerce store. The experience was distributed across Fanta's social channels, paid-media campaigns, and QR codes on offline materials, emphasizing accessibility and app-free entry.