New Fanta “Funstigators” competition aimed at Australian teens
Coca-Cola South Pacific has unveiled the Fanta Unbottle the Fun campaign, calling on Aussie teens “to add a bit of spontaneity to their everyday lives” through a series of “tongue-in-cheek ‘Funstigator’ challenges.”
The core activity of the summer campaign is a Fanta Funstigator app available on the Fanta Australia Facebook page and as a smartphone app from the Apple App Store or Google Play.
Through the Fanta Funstigator app, users can take on Funstigators challenges as well as well as send them to their mates, earning points and competing for a range of prizes including PlayStation3s and Sony High Definition Cameras.
The Fanta Unbottle the Fun campaign runs until 31 December 2012, across multiple touch points including specially marked Fanta products which carry Funstigators challenges, cinema, mobile and digital media. Fanta will roll out a range of interactive executions across out-of-home, in-store, and augmented reality activations in shopping centres across Sydney, Melbourne and Brisbane.
The Fanta Funstigators campaign will be fronted by Australian celebrity Nathan Jolliffe to participate in a series of Funstigators challenges.
The Australian “Five Days of Fun with Fanta” campaign will run from 12 – 16 November 2012, officially kicking off the Fanta Unbottle the Fun campaign for the summer. The Fanta Australia Facebook community will set the Funstigators challenges for Mr Jolliffe with content captured to share online.
The first 30,000 downloads of the app will be eligible for a free 600mL Fanta from BP Service Stations, while stocks last.
Arguably, the Fanta Funstigators campaign will not only help sell additional products, but will create a community that will be helpful for future marketing campaigns to the teenage demographic.