Fanta Teens Campaign „Snap sie dir!“ (Snap it up)
Not interested in advertising
How do you engage teenagers who really can’t be bothered with advertising? You do it by speaking to them in their own language. Not the embarrassing way Dad would do it by saying “cool” but by letting someone who knows how teenagers tick do it. Presenting: Julien Bam!
In 2016, for the first time, Coca-Cola used the teen channel Snapchat! (Note to all those who are older than 15: Snapchat is a smartphone app with which you can share short videos which are then automatically deleted shortly afterwards.) From September to December the YouTube star Julien Bam took over the Fanta Snapchat channel.
Whether dance videos, bottle flips, skateboard tricks or funny doodles, with his creative snaps Julien Bam triggered screaming hysteria through the teenage social media networks.
Faster than it took for Justin Bieber to change his hairstyle, the follower numbers went from zero to forty thousand. The Snapchat channel was advertised on eight million cans of Fanta that waited for thirsty teenagers on the supermarket shelves. Their bright yellow Snapchat logos and the slogan “Snap sie dir” (“Snap it up”) lured the teens directly to the Fanta-Snapchat channel where Julien Bam surprised them.
„Advertisers who have stayed young, wearing their undone sneakers and funny T-shirts, stopped understanding how teenagers tick a long time ago. You have to have showered in Bibi’s Tasty-Donut Schaum (shower foam by YouTube star Bibi) for that.”
Annette Jans, Creative Direction, Scholz & Volkmer
Finally, the fact that the teens could meet Julien Bam in real life caused hearts to beat faster. It was a weekend together in Europapark Rust. Anyone who wanted to be at this event, had to snap up a can on Fanta.de with their mobile phone – live and for real. Physical computing made it possible for users to control an old-school gripper claw machine via the website.
900,000 visited the site and at peak times there were up to 9,000 on the website at the same time. The very keen fans waited in line for up to four hours. Julien Bam himself (OMG!) paid a visit to the actual claw gripper machine in the studio. His appearance was streamed live on Facebook and watched by 122,000 fans. Altogether, the campaign reached 1.7 billion media contacts and the turnover rose by 5 per cent. Cool!