Fanta Print BETATESTER by McCann Madrid

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BETATESTER

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Industry Soft Drinks
Media Print, Magazine & Newspaper
Market Spain
Agency McCann Madrid
Executive Creative Director Ricard Figueras, Santiago Lucero, Leandro Raposo, Pablo Stricker, Monica Moro, Pablo Colonnese
Art Director Álvaro Del Coso, Miguel Angel García, Elisa Sanchez
Copywriter Dan Manases Perales, Eva Iglesias
Released September 2011

Credits & Description

Category: Best Use of Games
Advertiser: COCA-COLA
Product/Service: FANTA
Agency: McCANN ERICKSON SPAIN
Chief Creative Executive: Leandro Raposo (McCann Madrid)
Executive Creative Director: Monica Moro (McCann Madrid)
Executive Creative Director: Pablo Colonnese (McCann Madrid)
Creative Director: Dan Manases Perales (McCann Madrid)
Copywriter: Dan Manasés Perales (McCann Madrid)
Copywriter: Eva Iglesias (McCann Madrid)
Art Director: Miguel Ángel García (McCann Madrid)
Art Director: Alvaro del Coso (McCann Madrid)
Art Director: Elisa Sanchez (McCann Madrid)
Technical Director: Enrique Moreno (McCann Madrid)
Programmer: Fernando García (McCann Madrid)
Programmer: Diego Garcia (McCann Madrid)
Account Manager: Marta Carreras (McCann Madrid)
Media placement: social networking - online - 9/5/2011

Describe the objective of the promotion.
Robertus Fanta was looking for youngsters who were keen to travel to NY to become a photographer 2.0, a Personal Shopper or a Betatester. Internet participation was key, especially for Betatesters, who spend all day playing web games. We needed an element that would really appeal to them.

Describe how the promotion developed from concept to implementation.
We created a rich media banner with a platform-based game that had a special feature: getting to the end was a nightmare. We challenged them with the toughest level they'd ever played.

Explain why the method of promotion was most relevant to the product or service.
Taking on the challenge could be fun.

Describe the success of the promotion with both client and consumer including some quantifiable results.
98% of players failed to dodge the meteorite in time.
88% were rocketed into outer space.
98% could not escape the pacman.
And...
495,627 visits to the Robertus section of www.fanta.es
50.2% of the total traffic to cocacola.es during the months the campaign ran was to the Robertus section.
Take on the challenge.