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Fanta 'Play.com' promotion

Agency: BD-NTWK

Client: Fanta

BD-NTWK has created an on-pack promotion for ‘Fanta’s new ‘Want It? Win It!’ being organised in association with the online entertainment retailer, Play.com,

The activity will give consumers the chance to win every 15 minutes between 10am and 10pm daily for 12 weeks from April 7, 2008. All prizes will be supplied by Play.com, including games consoles, digital cameras, mobile phones, MP3 players, CD’s and DVD’s as well as others.

To maintain relevance to the target audience, the prize pool has been crafted to include items from all major teen passion points including, gaming, music, movies and more.

The on-pack promotion will be found on 60 million packs of 330ml and 500ml ‘Fanta’ Orange, Orange Zero, Icy Lemon and Fruit Twist as well as 375ml bottles of  ‘Fanta’ Still Orange Citrus and ‘Fanta’ Still Orange Tropical.

Special codes will be placed under the ring pull of 330ml cans and on the reverse of label on 375ml and 500ml bottles.

Promotional packs feature icons of the prizes on offer, bursting from the ‘Fanta’ logo to reinforce the brand as the facilitator of play.

Each member of the ‘Fanta’ crew will hero a certain prize genre on pack depending on their personality.

AKQA has developed a new promotional microsite within fanta.co.uk and there will also be a co-branded landing page for prize winners on Play.com. To enter the promotion consumers simply need to enter their unique code from special promotional packs by text or enter online at fanta.co.uk.

Everyone who enters by text or online will get a free ‘Fanta’ game for their mobile, AKQA’s other key role in the promotion. Upon second entry, consumers also get a £5 voucher to use online at Play.com.

Consumers will also get the opportunity to sign up for upcoming news both from Fanta and PLAY.COM

Packs will start to appear in stores from the beginning of April, with the first prize draw taking place on April 7.

Senior Brand Manager, Coca-Cola GB, Simon Pick, says “Fanta’s strategy in 2008 is to re-engage with teens, therefore we need to ensure that all our communication is considered cool by this core target market.

“By developing a range of aspirational, playful prizes offered via a teen friendly mechanic”

AJR
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