Fanta-stic campaign: Play time is just beginning

The campaign, aimed at the teenage market, centres on Saving the Source, an online graphic novel that tells the story of a group of teenagers who are saving play after it goes missing in their town. The site uses HTML5 to tell the story where the main characters venture out to rescue play. The story is punctuated by micro-games featuring the main characters riding on hoverboards, shooting laser guns and using yo-yos.

Play Fanta shows an engaging way to place interactive games in an online clone of a printed graphic novel, although the story clings to a linear structure, with small game diversions. ‘Kids in the future will be growing up [in a world] where books and stories are living and very dynamic,’ says media expert Gary Hayes. ‘Stories may change depending on who has read them and left their own personal extensions for others to continue the contribution.’ 

For more on how media platforms are changing, read our Transmedia Futures macrotrend, and for more insights on the target demographic of this campaign, read our Generation D macrotrend.