Fanta, the soft drink brand owned by Coca-Cola, is launching a live VR experience for Halloween at Thorpe Park called " Fanta: The 13th Floor".
Trick or treat?
In this VR experiment, guests, wearing a VR headset, will be invited to enter an elevator and ride to the 13th floor to attend a Halloween party. In the elevator, they will experiment lots of scary surprises. As the lift crashes down, the doors open on a series of macabre scenes.
The experiential work can be attended at Thorpe Park Furthermore every day until 1 November, and in East London until 29 November.
Users can also test the VR experiment from their homes, on You Tube, in 360 video.
The brand will also offer an on-package promotion with spooky graphics. All the graphics and idents were created by Israeli designer and illustrator Noma Bar, give it a distinctive look. The packs will contain a QR that leads to exclusive Snapchat lenses and filters. These include the likes of a China Doll shedding tears of Fanta.
Complete your Halloween costume with exclusive Snapchat filters and lenses! Scan the Snapcode on special packs of Fanta to activate. pic.twitter.com/xEBYDClWTO— Fanta GB (@Fanta_GB) October 18, 2017
Influencers and vbloggers will help to recreate the atmosphere and looks found in the Snapchat filters using make-up and costumes.
Rosalind Brown, marketing manager at Coca-Cola GB, said: “Halloween is a fast-growing sector in the UK and this is largely driven by millennials – Fanta’s key demographic – making it the perfect occasion to engage with our fans".
Coca-Cola said the marketing campaign "Fanta 13th floor" its biggest ever marketing campaign created for the spooky season.
The campaign will also include out-of-home ads and in-store visuals and limited edition packaging.