Fanta got thousands of teenagers to embarrass themselves in front of their friends repeatedly – and to have fun with it. How did that happen? The answer: The Fanta "sagen oder wagen?" game (based on "truth or dare") struck a nerve of the everyday teenage world. Embarrassing situations are waiting for teenagers around every corner – but true to the Fanta claim of "more play, less serious," nothing is so embarrassing that you can’t have fun with it. The "sagen oder wagen?" game transported this message from the TV campaign in a playful way, as Fanta invited their target audience of 12-19 year old teenagers to complete embarrassing tasks or answer embarrassing questions. Featured on Germany’s most popular social networks for pupils, schuelerVZ, but also in the "offline world" via a media cooperation with Germany’s biggest teen magazine "BRAVO," the game became a smash hit with teenagers in no time, as it was downloaded 358k times, prompted thousands of interactions with Fanta fans on the official community pages, and turned more than 77k users into fans of the profile page.

The "sagen oder wagen?" game started on 01/04/2010.

All activities relating to this game – community management and social media PR – as well as the concept for the game fell into the responsibility of the PR agency. The mechanics are simple: After downloading the app, users can invite others to play and challenge them by sending them a card with "sagen" (truth) or "wagen" (dare) tasks. Upon completing the challenge, the result is visible to other users of the app, so as to invite more players and encourage comparisons amongst friends and thus brand engagement. Also, a "premium" profile page serves as the permanent presence for Fanta and source of information for fans, while a "sagen oder wagen?" group invites interaction and discussion with the users of the app. E.g. each week, the top "sagen oder wagen?" card was presented by the community manager, and discussed by the community.

The campaign was a giant success – match to the core target group was very strong as well. Our campaign delivered on the promise of direct interaction with fans of the brand, and allowed for a richer brand message to be communicated. The campaign created viral effects through the invitations and challenges of new users. The overall target of 100k downloaded apps was achieved within only eight days – by 01/08/2010, 358k downloads had been tracked. Currently there are almost 77k fans of the official profile, and 5,262 members of the community group. Interaction with the target demographic is very high, as evident with 6,938 messages received, 6,995 notes written on the message board and 535 entries on the forums of the group. Our campaign held true to the promise of direct interaction with the brand's fans, and succeeded in communicating a comprehensive message and increasing brand awareness.