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Fanta: Halloween Snapchat Campaign

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Since the start of our relationship with the Coca-Cola company in 2011, Movement has delivered lots of compelling campaign projects. The most recent of these is Fanta Western Europe’s Halloween campaign.

The key objective of this campaign was to encourage consumers to repeat purchase the product. We worked with Snapchat to offer digital content on-pack, releasing new filters and lenses daily, unlockable via snapcodes on packaging. Every day the content rotates, with eight different exclusive content assets to collect in the run-up to Halloween.

Artist Noma Bar designed the four retail packaging variations to which a snapcode was added. Movement designed and implemented the program of Snapchat content using our usual process, analysing behavioural trends and platform insights as a launch pad for development, then unifying the graphical style between the product design and digital in order to maintain consistency.

To ramp up the fun for this celebration and to amplify the release of these exclusive packs, Movement has created and implemented a toolkit program of social content to benefit from Fanta’s wide reach in owned and earned media.

A library of videos and images made for Instagram, Facebook, Twitter and Snapchat has been designed to hero the Halloween packs and align with the current Fanta X You creative strategy (which Movement also ideated and implemented for Fanta). These content assets are designed to be as “as if created by teens”, to express the idea that Fanta is now run by the audience.

Also in the Halloween toolkit is a continuation of the ‘Screenshot Workshop’ campaign for Fanta, where we provide a selection of images for the audience to screengrab, cut out and edit to create new Halloween-themed campaign assets using the native tools within the Snapchat app. The UCG will then be amplified on Fanta social channels.

The Halloween packaging will appear on a range of plain and PMP formats, including 2L and 500ml PET bottles, 330ml and 6x330ml can multipacks, of Fanta Orange, Fanta Orange Zero, Fanta Fruit Twist and Fanta Fruit Twist Zero and the campaign will run from 16 September – 11 November.

Watch out for Fanta this Halloween…

 

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