Fanta wanted to be associated with Halloween in the same way Coca-Cola is associated with Christmas. The brief - create a truly memorable and scary immersive experience for a fright-loving teen audience.
The team at The Mill led by myself and Adam Parry designed a fully interactive theatrical show engineered to be transported to multiple locations across the UK. Actors set up the narrative for the experience, guiding visitors around a carefully designed and curated branded environment. The experience also gave the teen audience the chance to create shareable photos to impress their social media followers before heading into the darkness of the haunted Fanta vending machine room.
The experience was composed of a fear-inducing audio-visual show combined with mechanical scares, where every sensation was reinforced by something physical, giving everyone who was brave enough to take part the fright of their lives.
It was awarded a gold for Best Immersive Activation at The Kinsale Sharks awards festival.
In fact the entire activation was so successful Fanta rolled it out again the following year.