This is a new campaign, launched in Dubai on March 31st, for the Coca-Cola Company brand Fanta. Dubai Mall was transformed with a 3D Fanta projection that was deemed the 'Fanta Chase.'
The Middle East has seen several light shows in recent months; however, this 3D mapping technology manipulating the building architecture was exceptionally received. The regional launch of this campaign is part of a global rollout of the “More Fanta, Less Serious†approach which aims to make the brand fun and attractive to the teen market across 190 countries.
The regional 3D Fanta campaign also heavily focuses across digital platforms and features a Facebook game where you can be one of Fanta characters and win prizes.
Building Facade Games
The 3D Fanta Projection Captures Attention in Dubai
Trend Themes
1. 3D Mapping Technology - The use of 3D mapping technology in building facades offers innovative opportunities for immersive advertising experiences.
2. Interactive Projection Campaigns - Interactive projection campaigns, like the Fanta Chase, have the potential to captivate audiences and create a memorable brand experience.
3. Digital Gamification - The incorporation of digital gamification, such as the Fanta Facebook game, can enhance brand engagement and attract a younger target market.
Industry Implications
1. Advertising - The advertising industry can leverage 3D mapping technology and interactive projection campaigns to create disruptive and engaging brand experiences.
2. Entertainment - The entertainment industry can explore the use of 3D mapping technology and interactive projections to enhance live performances and create immersive experiences.
3. Gaming - The gaming industry can harness the power of digital gamification to optimize user engagement and monetization strategies.