The proposal stars in one of the outdoor advertisements at bus stops, one of those that you end up looking at when the bus is delayed and you don’t have much battery left on your mobile, but the truth is that it is not only there. The company is also being active in social networks, positioning the product and, above all, the related experience.
Fanta has just released a limited edition of its soda, which will be sold only during the summer. What is interesting is not so much the idea of a limited edition – which is one of those recurring elements in specific seasons of the year – but what it is associated with. The product is itself a game.
The campaign, which is global and not only operates in Spain, is presented under the hashtag #WhatTheFanta. The company has launched a special packaging, in which consumers do not know what they are going to drink. The product is a mystery, which the consumer will have to reveal. Beyond what your palate tells you, you can access tracks online via QR code. Fanta has even created a mockumentary, The Mystery of Flavor, which will accompany the product launch chapter by chapter.
This is not the first time that Fanta has launched a special and more or less interactive campaign during the summer. In other summers, he did flavor battles, in which consumers had to vote among the special flavors to determine which was their favorite. What is interesting about this idea, however, is that the product itself is the marketing tool. That is, they have gamified the product, which works not because of what it tastes like but what it is linked to.
It’s almost like one of the many items they try to reach children with, but one that is actually destined to win over adults.
The power of gamification
Gamification is a crucial part of many marketing experiences and even products of some kind. Language apps, like Duolingo, are successful because it is a gamified learning experience.
Many marketing and advertising actions have gone viral because they have used gambling actions, such as treasure hunts in cities or actions that use augmented reality as a lever. Even the success of Pokemon Go a few years ago can be understood as a ‘tangible’ gamified experience of a specific product that until then was virtual.
What changes this idea, and what if it succeeds it will go much further, is that the product itself is the game. What you buy is the mystery and what makes you want to get a new Fanta is the opportunity to live it.
The power of experience
And, in the end, this is all a clear sample of something that marketers have seen increasingly clear in recent years. Consumers are looking for experiences and want brands to create them for them. Experiential marketing is increasingly relevant, because consumers are fed up with traditional messages and want more immersive elements. They want to live the message of the brand.
The experience is much more memorable and has a much more optimistic and positive departure than traditional marketing. But marketers must choose carefully which experiences they enhance, because these must be integrated with the other marketing elements and, above all, with the essence of their brand.