Irish radio station Spin 1038’s annual beach-based fun run, Sandstorm, has become a firm fixture on the calendar for the station’s many listeners. The award-winning summer race – spread across three dates and a trio of locations – was identified as the perfect stage for Fanta to bring its Fanta Play global campaign to life. Because worked with both Fanta and Spin to create a vibrant, energetic and unforgettable experience.
With a brand heritage spanning almost 80 years, Fanta was looking to encourage trial amongst a younger audience of teens and young adults. The famous orange soda brand sought Because’s strategic and creative expertise in creating a unique and exciting experience; one that would provide the chance to engage directly with large numbers of its target demographic and encourage participants to share branded content across all social media channels.
We introduced Fanta to Spin 1038 – two well-aligned brands – and placed Fanta’s distinctive orange identity at the heart of the 5k beach obstacle course. This included a #FantaSandstorm photoboard and branded start and finish lines, obstacles and pop-up banners. For passing the finish line, all runners were also rewarded with a refreshing bottle of Fanta. The exciting event included live music from the Spin 1038 DJs and bands, and a host of fun beach games like volleyball. Directly reaching 3,000 participants and supporters, the activation reinforced Fanta’s position with the right audience through a memorable, enjoyable and highly shareable experience.
