Coca-Cola GmbH. Fanta Spin the Bottle

Develop and design a competition to support the brand relaunch of Fanta Orange via digital channels. Increase traffic on the Fanta website.

As a supplement to the "Now even more orange-y! The best Fanta ever" campaign, www.fanta.de incorporates an interactive game of spin-the-bottle. The popular party game picks up the visuals and ideas of the fruity orangey world of Fanta. Day in, day out, instant prizes for mobile phones and great competitions draw players onto the orange-coloured gaming board. Users can tell friends about the online game. Pure viral advertising. With intelligent media planning and attention-grabbing flash banner ads, the web special achieves strong coverage and memory recall in the target group. Registering for games directories, integration of TV, press, PR and Fanta newsletters make the 360° communication portfolio complete.

Fanta's spin-the-bottle exceeds all expectations. The number of visits per day is 20 times higher than before. On average, people spend 30% more time on www.fanta.de. In the one month of the campaign, more than 3,000 new subscribers sign up for newsletters. The number of registrations is increased by a factor of 350 - compared to the whole of the first quarter. The viral effect also pays off. With the "Tell-a-friend" function, 35% of all users recommend the game to friends.