Fanta Haunted Mansion

Fanta Haunted Mansion was a branded content event that fused an immersive physical and digital experience. Aimed at teens, it sought to enhance engagement through influencers and Twitch.

Halloween is a very special time for brands targeting the teenage audience, providing a perfect opportunity to connect with them in a closer and funny way, using key elements that fuel this celebration: fear, scares, iconic horror characters, and spooky places. Once again, Fanta aimed to take its Halloween campaign a step further to surprise and engage teens, leveraging their codes and channels through recognized influencers.
This time, we shifted from storytelling to storyliving with a disruptive and effective brand message. We created a digital and physical hybrid experience, featuring well-known influencers who lived out a terrifyingly fun experience live in a real abandoned house, which served as the perfect backdrop for designing a set worthy of an audiovisual production.
Additionally, 450 consumers had the opportunity to live the experience in person and in advance of the digital, discovering its darkest secrets before anyone else.

The idea was to transform the Halloween experience, shifting from storytelling to storyliving and engaging teens in an immersive way. This allowed them to experience a night filled with scares and laughter, live on Twitch, starring their idols.
For it to be true storyliving the location needed to live up to the title. We spent 1month searching for perfect location: an abandoned house due to demolished and rumored to be haunted. We transformed it into a chilling setting, complete with hidden passages and secret doors, ensuring a unique and a more realistic experience than ever.
We incorporated AI into the design process to create the perfect set, serving as a guide for professional decorators and set designers. Additionally, 27 cameras and 20 microphones were strategically hidden throughout the venue, allowing for a detailed live broadcast. This integration of technology and creativity not only captivated the audience but also enabled fans to interact with the brand in real time