For the Halloween season, we teamed up with Coca-Cola Europacific Partners (CCEP) and EDEKA to create a digital activation designed to bring the limited-edition Fanta Beetlejuice cans to life — beyond the shelf, directly into consumers’ hands (and screens).
At the center of the campaign was a mobile web game, where users could earn a free Fanta coupon by completing a quick and engaging digital experience. Each of the eight special-edition flavors unlocked its own themed environment — with visuals and interactions tailored to the specific can design.
To drive traffic, we leveraged EDEKA’s app as a retail media channel. Users accessed the experience via a simple link promoted within the app — with no download or sign-up required. The game itself ran completely in the browser, allowing for broad and barrier-free participation.
The result: a seamless fusion of entertainment, brand storytelling, and real-world value — all timed perfectly to the Halloween season.
Interactive Mini-Game with Drive to Store
The journey began with a virtual spin-the-wheel, randomly assigning one of the eight Fanta Halloween flavors to the user. This draw determined the look and feel of the following game session, with each variation featuring custom visuals inspired by the assigned can.
Players entered a haunted supermarket aisle — lined with pumpkins, flickering lights, and Halloween decor — where their mission was to catch ghosts within 60 seconds. Using simple tap mechanics and a 180° gyroscope-based navigation system, users had to move their phones and tap the screen to capture the ghosts floating through the space.
Core game mechanics:
- Tap-to-catch interaction with increasing difficulty and live progress bar
- Personalized reward logic: if successful, a glowing door opened to reveal the user’s unique Fanta coupon, redeemable via the Edeka App.
The game was deliberately designed to be fast, intuitive, and visually rich — ideal for short attention spans in a retail environment while still offering meaningful brand engagement.
The activation delivered measurable success in both reach and engagement — within just hours of launch:
- 👻 15,000+ active players in under 7 hours
- 🎯 225,000+ ghosts captured
- ⏱️ Over 30,000 minutes of accumulated gameplay
- 🧃 100% of the 10,000 coupons claimed
Notably, the entire performance was achieved without traditional paid media — the EDEKA app was the sole media channel used to promote the experience. This confirmed the effectiveness of retail-owned media in driving traffic and action at the point of sale.
The campaign also underscored the power of web-based gamified experiences in the FMCG sector: personalized, frictionless, and built around a clear incentive — driving both engagement and conversion.
This case demonstrates how digital storytelling, seasonal brand moments, and transactional impact can come together to deliver meaningful shopper experiences.
