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Anthem Worldwide, the global creative agency has continued its partnership with the Coca-Cola company to launch a connected pack campaign for FANTA, the sparkling fruit drink, across a number of different European markets.

FANTA and Anthem introduced the 'TAKE OVER FANTA 2018' campaign to connect with teens in a new way. This activation runs along the current takeover themed global campaign and enables teens to 'takeover' by creating personalised FANTA content. The takeover experience is then amplified by social sharing and engagement is rewarded by content and chances to win instantly.

This is the first ever FANTA partnership that brings breakthrough innovations to teens with one of the most powerful global apps Shazam. Shazam is installed on one billion handsets worldwide with 28 million users a month in Central and Eastern Europe. It's a great tool to drive transactions for FANTA and to engage with teens. Promotional FANTA packs call out the campaign and carry a connected Shazam code. To enter the promotion, teens need to buy FANTA, open Shazam and tap the camera. Scanning the pack unlocks individual FANTA face filters for the consumer to use instantly. Consumers can then 'Take Over' FANTA and enjoy cool digital experiences. An Augmented Reality (AR) hero welcomes teens with two options. You can either participate in the promo and win awesome prizes or you can choose to play with the original FANTA filters and share them online with your friends using the #takeoverfanta hashtag. For the first time, this hero or influencer will also appear on pack and be included in 360 degree communications.

Collective experiences are the new gospel and reality for teens. Reality for teens is digital, while digital is reality and their smartphone is the great enabler of this fluidity. By building long term experience platforms with connected packaging as the enabler, Anthem is providing consumers with a deeper engagement with their favourite brand.

MADEIT CREDITS

Anthem partners with FANTA for Connected Pack Campaign

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