Coca-Cola's Fanta introduces mobile games in Europe

Share this content:

Coca-Cola Europe is debuting two new branded mobile phone applica­tions across Europe for the Fanta brand, to target a younger demographic.

The effort comes out of Fanta's col­laboration with New York-based mobile marketing firm The Hyperfactory and ad agency Ogilvy London. The cam­paign is centered around two 3-D mobile gaming applications, the Fanta Virtual Tennis and the Fanta Stealth Sound Sys­tem, both of which are coming out early next year across Europe at a new mobile site called www.m.Fanta.eu.

“Fanta's brand positioning is about focusing on moments of enjoyment throughout your day, and the mobile phones are with you from when you wake up until you go to bed, ”said Jeff Arbour, SVP of North America for The Hyperfactory. “We thought [that] a light easy game that represented the brand's identity and personality” would work.

The Fanta Virtual Tennis game lets customers experience a recreated tennis court in 3-D, via their mobile phone. The device is both the setting and the tennis racquet, with which the player interacts. Like a real-life professional tennis event, the tennis game is sponsored by Fanta, whose logo appears within the game.

The Stealth Sound System game lets teens talk to their friends in secret. The application uses high-pitched frequen­cies that are supposedly only audible to young people. That's based on the idea that people under 20 can hear higher-pitched frequencies. The frequencies have prerecorded sounds such as wolf-whistles, warnings and “pssts,” along with tags representing traditional words and phrases – “cool,” “uncool” and “let's get out of here.”

Loading links....
close

Next Article in Mobile Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa Data has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa Data offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here