Experienced by few, seen by many
Background
How do you claim Halloween with a soft drink brand? Megawatt delved into the darkness and emerged with answers that were chillingly effective. The goal was to create an unbreakable connection between Fanta and Halloween, targeting Gen Z consumers who thrive on excitement and entertainment. Megawatt devised an immersive brand activation, wrapped in a spine-tingling horror experience.
Approach
The campaign was unwittingly kicked off by 13 influencers during what appeared to be an innocuous Coca-Cola annual presentation. At an ancient monastery, they were unknowingly plunged into a Halloween experience that consumers could later win. From a spooky dinner to a nighttime treasure hunt filled with jump scares, the reactions and the content created were authentic, raw, and eerily genuine.
Authenticity was at the core of the campaign. The content acted as a call-to-action: everything they experienced was something consumers could win themselves via a QR code on a Fanta packaging. The competition was pushed nationally with online and in-store communications in 640 Jumbo stores, DOOH, banners, a dedicated brand page, and influencer content.
Result
“Experienced by few, seen by many” is more than just a catchy tagline. With 26 million views on Instagram and TikTok, 7 million DOOH impressions in Jumbo stores, 13,000 page views, and 660 online orders, we can confidently declare this a highly successful campaign. Ultimately, 82 overnight stays were raffled off among 900 participants, and there was a measured uplift in clicks of 173%.
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