Fanta Blog Post

The Play’s the Thing – #Gamification

The following excerpt is by Marianne Pizzi, Executive Group Director, Ogilvy & Mather, and the global lead for Fanta. This post first appeared on Fast Company.

Is this all just a game to you? For Fanta, that’s the whole idea. For full disclosure, Fanta is a client.

Those of us who work on Fanta, a brand that sees playing as among its most fundamental attributes, have always believed in the power of play, and in today’s world, that power is only growing. For millennials, gaming is the currency of their lives. Games are key connection points, tools for learning in schools, at work and at home, and important social vehicles, fostering communities of both the virtual and flesh-and-blood variety. They provide a channel for talking to friends and the lens through which they experience life.

At their best, games provide the chance to enter new worlds and make decisions about how to interact and how to work and play together. That’s in stark contrast to the role they played in previous generations: Back in the 20th century, games were largely frivolous–prevalent in the daily newspaper’s Jumble puzzle and the rattle and thrum of arcades, but never much more than a pleasant diversion.

Today’s gamified world represents a welcome mat rather than an obstacle for us. It’s a chance to join consumers in a deeper, more engaging form of storytelling and to stretch ourselves into new creative arenas. With “Play Fanta” we’ve done exactly that. It is the world’s first wholly playable franchise. Every element involves a game of some kind, from the interactive graphic novel that forms the basis for the content to the TV spots to the player-driven content that bridges across all digital platforms.

“Play Fanta” is, in the argot of The Coca-Cola Company, “liquid and linked”–everything is connected and seamlessly flows across all platforms globally, easily translating into other media, languages and cultures and adapting to every level of digital infrastructure. And all the different layers of games work on their own and can be played in any order and shared amongst friends.

Click here to read the full post on O&M’s Fast Company channel