Wanta Fanta? Xbox Campaign: Creators Transformed Fanta’s Xbox Partnership into an Iconic Gaming Culture Moment through Co-created Experiences

The Challenge

Fanta needed to celebrate Xbox’s 25th anniversary across 68 countries by connecting with young gaming audiences in a way that felt authentic and moved beyond traditional advertising.

The Strategy

The campaign focused on seamlessly embedding Fanta into global gaming culture. Rather than relying on standard commercial placements, the strategy centred on co-creating interactive experiences across five iconic gaming franchises, including Halo and Call of Duty.

Execution and Innovation

The alliance was anchored by "Code Quest", a pioneering global livestream featuring 10 creators across five continents completing live in-game challenges for rewards. This digital activation was complemented by an exclusive launch event in Los Angeles hosted for over 100 top-tier creators.

Results

Participating streamers achieved view counts up to 1,146 per cent above their historical averages. The campaign drove a 5.5 per cent uplift in brand mentions among young male audiences, while social media channels generated 39 per cent of overall app traffic.

Judges' Verdict

"A strong creator-led campaign that effectively uses gaming culture to reframe The Open University as being relevant to a younger audience."