As brands you need to be relevant, provide additional value and experiences to touch the new digital teen. Creating experiences (rather than reach) is hard with digital mediums as they don't deliver the max reach capability of the TV dominant Turkish landscape. For this, partnerships are crucial - though the gaming industry lacks technical, strategic and financial capabilities.

The main challenge of the campaign was to bring together teens main passion points: music & gaming. Fanta's new campaign 'Play' tapped into teens passion through illustrating play both street & digital. Partnering up with leading gaming company, Joygame, brought this vision to life through in-game integrations, in-game incentives, content and conversation.

Owned asset; Fanta Youth Festival (Music Festival) allowed a platform to combine campaign message of play together with music. Carrying the campaign to an experiential level.

The campaign drove +700,000 Facebook followers. TV manifesto video and online viral video was viewed 6,2 m times.

Mstar ingame integration reached more than 175 K uniques. 160K people spent 600,000 hours in the branded Fanta stage within the game. With in-game incentives more than 400,000 interactions took place.

Joygame tournament took place in Fanta Youth Festival, carrying the online experience offline and reaching 1 million people.