Fanta: fun & SMS

Genetsis has created in Spain and Portugal a new online campaign for Fanta, Fun & Wave. The initiative targets young consumers, with an online promotion which gives away vacations around the Mediterranean. Users can enter the competition by submitting the pin code they find on the cans. In Portugal, there is also a loyalty program which allows consumers to accumulate points and win further prizes.
What is nice about the campaign is the fact they also give away a free SMS every two submitted codes. Even if “one” SMS isn’t a big prizes, it’s interesting to see how the mobile is integrated with the Internet, trying to focus of what really attracts young consumers.