Wow.... this is cool. Thanks branding unbound
The Wii is so last week.
Coca-Cola's Fanta brand of orange soda is launching a mobile site with multiple branded mobile applications that have fun (and Fanta) spelled all over them, specifically for consumers in Europe.
One is a "virtual tennis" mobile game that connects two phones so players can compete via Bluetooth.
Players print out a "court" from a special microsite. They then can then view the court through their camera phones and hit the tennis ball by using the phones as virtual rackets (kind of like the recent augmented reality application from Ford's "Ka" automobile in Europe.
Another, called the Fanta Stealth Sound System, uses audio messages like "uncool," and "let's get out of here" in high-pitched frequencies that are only audible to people under 30.
Fanta virtual tennis mobile application “Fanta's brand positioning is about focusing on moments of enjoyment throughout your day, and the mobile phones are with you from when you wake up until you go to bed, ” Jeff Arbour, SVP of North America for The Hyperfactory (the solution partner behind the tennis game) tells DM News. “We thought [that] a light easy game that represented the brand's identity and personality” would work.
It's all part of an integrated print, online, on-pack, POS, viral and mobile marketing push, to begin in January.
Read all about it, here.
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