For Halloween, Fanta (TCCC) launched an event-based campaign to promote three limited-edition cans, each associated with an iconic horror character (Chucky, Freddy, The Grabber). 

The objective was to generate engagement and clicks toward the Coke App, targeting Neo-Hedonist (16-29) and Satisfaction Seekers (18-34) audiences, who are fans of Gaming and Entertainment. 

This campaign demonstrates the effectiveness of a targeted event strategy that uses humor and originality. By subverting horror tropes to create a product race, Fanta generated strong engagement: the Takeover as well as the custom notification for Halloween allowed for audience saturation at the key moment. 

The operation proves that combining a strong concept with tactical media pressure is the key to achieving engagement objectives with a young, saturated audience.