Agency Partner //

The Hyperfactory

Launch//

December 2008

location//

EU and UK

 

When the world’s number one brand wants you to deliver a fresh and innovative experience to a demanding youth demographic, you’d better do it well.

The challenge laid down to us from Coca-Cola was to reinforce the Fanta brand’s “Play” message across Europe. We responded by delivering the world’s most advanced mobile augmented reality experience, incorporating a two-player tennis game, played in 3D on a Fanta branded tennis court, using the mobile phone as a virtual tennis racquet.

The reaction of players said it all – they were amazed with the mobile AR technology, and were determined to play, whether as two-player or in a single player practice mode. The campaign generated significant media attention and remains a case study in rethinking the way mobile marketing is considered.