CREATIVE DIRECTION - AD MARKETING
Case Study : Fanta Advergame
FANTA DISC-TOSS ADVERGAME
PUBLISHER/AD PLATFORM: WILDTANGENT
CREATIVE DIRECTOR: DALE CODY
WildTangent is a huge online casual games network with more than 3.500 titles and approximately 200 million monthly unique visitors. It also monetized through a proprietary interactive advertising platform called BrandBoost.
SITUATION – Soft drink giant Fanta came to WildTangent with a proposed ad spend in excess of a million dollars providing we could come up with a never-been-done-before concept that leveraged our expertise in online gaming and advertising to connect their brand with a new audience in measurable ways.
ACTION – We conducted market research and needs analysis that included a development budget and timeline to deploy. Our solution was to create an immersive 3D “disc tossing” game where users could play both solo and with friends through various modes of cooperation and competition. Game play with others could be simultaneous or asynchronous and the game could be accessed anytime through various social media channels (i.e. Facebook) or a destination website. The WildTangent team worked closely with executives at Fanta as well as various third-party vendors building or supplying component parts. Users were incentivized and rewarded in a number of ways that encouraged participation and sharing.
RESULT – This was a really complex project to create, but we came in on time and within budget during a phased approach that added levels and gameplay elements over time. This not allowed us to launch sooner, but it encouraged users to check-in and return often. The result was that we blew through all the client’s stated performance metrics and many more besides. The game proved long-lived and popular with the audience, the media and the advertiser.