Coca-Cola soft drink brand Fanta is looking to mobile gaming to help target multicultural teens and drive brand preference in the competitive soda market.

Coca-Cola launched a global campaign for Fanta earlier this year that features the tagline ?More Fanta, Seriously Playful.? As part of this initiative, Fanta worked with mobile marketing firm 4INFO to reach multicultural teens through a sponsorship of the Jenga iPad application. 

?Fanta?s overall campaign strategy is to create more fun in the world through the ?More Fanta, Seriously Playful? creative concept,? said Tim Price, vice president of sales at 4INFO, San Mateo, CA. ?Mobile is a natural method to achieve this goal.

?Mobile gaming is one of the most popular activities for smartphone owners,? he said.

?The multisensory experience available from today?s mobile devices is a direct reflection of the multisensory experience offered by Fanta, and is the perfect media to create both fun and a thirst for Fanta.?

Teens and mobile
Fanta set out to target ?stylistas,? who are the first to know about what is new and cool.
Beyond that, these are teens that make friends easily and enjoy meeting up with them, per the company.

The target audience is frequently connected to social, mobile and digital outlets. Games and music play a key role in their lives.

?Mobile is where Fanta?s target audience lives,? Mr. Price said.

?The mobile and digital wireless adoption by this core audience is virtually ubiquitous,? he said. ?It made sense that in order to be relevant, Fanta needed to be where teens are and participate in what they?re passionate about.

?Teens interact with the phones in their pockets many times daily, and Fanta is there ready to be part of the experience.?

The effort centered on Fanta sponsorship of the Jenga iPad game application.

The Fanta brand was integrated into the app, including replacing red blocks with orange ones that have Fanta branding on them.

Fanta is the first-ever sponsor of the Jenga iPad game application.

To support the sponsorship, mobile banner ads promote ?Free Fanta boost coins? and lead players to a Fanta landing page.

Once on the landing page, users can text the keyword FANTA to the short code 44636 to sign up to receive an alert when the free Jenga app is available, along with a bonus of 500 Jenga coins.

The mobile landing page also promotes the Fanta Facebook Page and the Fanta YouTube page.

Mobile discovery
Fanta teamed up with 4INFO to reach this audience through the 4INFO AdHaven Audience Network.
Display ads and SMS messaging were used across the network targeting teenagers between the ages of 12 and 18 years old. 

?The strategy is to put the brand where their target audience ? in games, on mobile phones, in a fun and trendy way,? Mr. Price said. 

?Beyond that, they made that presence discoverable through mobile advertising,? he said.

?The Fanta brand will live on within the Jenga game on the handsets of hundreds of thousands active game players, and continue to reinforce the fun, colorful and smart nature of Fanta.?