25.06.2009
Coca-Cola’s Fanta engages kids via mobile
Coca-Cola’s Fanta is targeting kids with a branding message on their mobile phones and has already engaged with 400,000 British consumers since the program's inception. Fanta launched a mobile application that lets teens communicate in secret without adults never knowing a thing. The application, "Fanta Stealth Sound System," emits high-pitched noises that signify specific phrases that only kids can understand and has had 400,000 downloads to date. It has 8 words and phrases, such as "yes", "no", "hello", "let's meet up" and "that's cool". Fanta’s application leverages the initial purpose of a mobile phone – communication – and uses it to promote its "more play for kids" slogan. The key demographic for the campaign and application launch is the teen market segment, as a great deal of the brand message from Fanta involves playful imagination.
Fonte: Mobile Marketer
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