Make the Most of Marketing
Enjoy the thrill of some chills with FANTA for Halloween.
By Stef Schwalb
A marketing promotion that makes a mark is the unicorn every food and beverage company is seeking. Once you gain a loyal following, they provide the viral push needed to succeed. In this ongoing column, we’ll look at some of the innovative campaigns created with consumers in mind.
First up, for those thirsty for some fun Halloween frights, look no further than Fanta. The latest seasonal campaign by the popular fruit-flavored carbonated drinks and self-proclaimed ambassadors of Halloween features several promotional opportunities including holiday-themed cans designed in partnership with artist Ty Mattson; a spooky movie nights offer with product purchase; the Wear Your Flavor initiative highlighting creations from Fanta fans all across social media; and the tour-de-force … an immersive escape room experience in New York City, for one night only.
The program in its entirety seems to cover several bases for consumers. The new cans showcase vibrant depictions of a mummy, vampire and werewolf, ideal companions for Halloween party beverages. They come in signature flavors of Orange, Strawberry, Pineapple and Orange Zero and are available in limited release nationwide until October 31.
If cinema is part of a scary celebration, consumers can receive a free Fandango NOW movie stream (for $5.99 or less) for a spooky movie night when they buy Fanta products. Meanwhile, Wear Your Flavor focuses on Fanta fan-created pumpkin carvings, Halloween make-up and more for those artistic fans ready to go next-level as their masterpieces will be shared through social media channels.
The escape room experience, Fanta Presents: Flavors That Thrill, will be an eerie, immersive and multisensory event designed in partnership with Escape Entertainment. The in-real-life and in-real time event will have the brand’s colors and flavors on display throughout the venue where participants will work together to solve Halloween-inspired thrills via challenges and puzzles designed to capture Fanta’s sense of fearlessness and fun.
Flavors That Thrill takes place the evening of Thursday, October 25, at 32 West 32nd Street (4th Floor) from 8-10PM. Space is limited, since it’s being offered free of charge, so reservations are required. To secure a spot, call (646) 964-5783. Consumers can also get in on the action by following @Fanta on Instagram and Twitter and seeking out the hashtags #WantaFanta and #FlavorOutLoud. We’ll let you know next time how this program panned out, and if you’d like to share your thoughts with us, send an email to firstname.lastname@example.org