(Fanta)stic Stories

Fanta's Halloween campaign is a series of teen horror episodes published on 7 popular YouTube channels, including Waksy, Beksy, DeejayPallaside or Tristus, as well as supporting promotional posts on Instagram. The aim of the campaign was to promote a limited Halloween Fanta packaging.

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Target

The goal of the measures taken was to create a campaign that will be natively integrated into the activities of influencers, and will be watched by viewers for a long time, willingly and by choice. Each episode not only counted down the days until Halloween, but also creatively reminded of Fanta's limited edition. Interactive attractions were prepared for the spectators, where they could see if a trick or a candy awaits them at the end. The campaign was intended to encourage viewers to scan the QR code placed on the packaging of the new Fanta and enter a contest for “Candy or Prick”.

Realization

The seasonal limited-pack promotion was a joint countdown to Halloween. Fanta engaged the creators of 7 recognizable channels — Beksa, Adrianna Skon, Tristusa, DeejayPallaside, Waksy, Sandra Ziomal and Paulina Kobus with a total of more than 7 million subscriptions. They created scary and fantastic story episodes on their channels with limited Fanta packaging in the background. Each creator told his story, and consistency was ensured by a common specially prepared top. All the videos were interactive and the viewer could choose how the story would end — each episode had two alternate endings, referring to the Halloween motto “trick or treat”. Fantastic Stories also appeared on the creators' instagram profiles, adding more threads to the story.

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Findings

Almost 940 thousand views of the series on YouTube

Over 5.1 million views of Instagram posts

Nearly 350,000 Instagram Stories views