Wanta Fanta? Come Get It — Xbox 25th Anniversary Gaming Challenge

Objective

Fanta partnered with Xbox to commemorate the console's 25th anniversary by creating a global gaming campaign that merges beverage consumption with interactive experiences. The initiative aimed to engage gaming audiences across 60+ markets by transforming limited-edition Fanta packaging into a gateway to gaming challenges, rewards, and in-game content tied to iconic Xbox franchises.

Solution

Fanta released special-edition cans and bottles featuring characters from Call of Duty, Halo, World of Warcraft, Diablo IV, and Forza Horizon 6, plus a new limited-edition flavor called Fanta Crimson. QR codes printed on packaging unlocked browser-based mini-game challenges playable on web. Players engaged with three weekly rotating challenges—Extract the Cargo, Survive the Sweep, and Shatter the Spell—each themed to the franchise collection. Participation was structured as a seasonal event starting April 8, 2026: participants could complete one challenge per week and claim one of five available in-game or Xbox rewards weekly, up to a maximum of five total rewards. The experience combined gameplay mechanics with redemption mechanics, incentivizing repeated can purchases across the promotion window.