GLOBAL – JULY 22, 2011 – Media agency Universal McCann Romania (UM) gives social networking a fresh squeeze with a campaign that takes over the audience’s Facebook page through fun and interactive animation. The latest addition to a string of “More Fanta, Less Serious” initiatives, Fanta’s online component allows Facebook users to connect with other followers by creating a new, customizable character via the Fanta Romania microsite.
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The project has so far garnered generally positive reactions, with 296,713 unique users having interacted just three weeks after the IMVironment’s launch (IMV). Fanta has also generated 112,922 IMV downloads, which total to more than 1.2 million minutes spent by users online. Average user engagement was also posted at four minutes, while the IMV has been forwarded 87,239 times worldwide. Moreover, the new innovation has translated to 849, 026 messages sent, within a three-week timeframe.
UM Romania’s online innovation follows a string of TVCs and events that build on Fanta’s brand image as an inducer of fun in the country. Aside from conventional commercials, the new campaign was also executed via 4D projection mapping. Fanta also took over elevators and made the ride more enjoyable for passengers by adding music, led lights, and even hidden fridges of free Fanta in the elevators.
To experience the takeover, Facebook users may log on to the www.salutulcarerupe.ro, where they can hook the application to their social account. Only then can they start customizing their own new character, and interact with other Fanta fans in a virtual setting. Users may also upload their Fanta pictures, watch video clips, and even download, mobile and desktop screen savers, wallpaper, and ring tones.
