Summer 2016. The new Fanta TV commercial took Germany by storm. How could we extend the story digitally and boost engagement among the teenage target group? With a website that brought the commercial to life. We reproduced the Fanta trap from the TV commercial in the form of a claw crane in the studio. At Fanta.de, teens could operate the Crane of Fame live using their smartphones. Those who succeeded in grabbing a Fanta could win a weekend with YouTube star Julian Bam. The teens went crazy. Over a fortnight, 900,000 visitors played 10 hours a day.

At peak times, as many as 9,000 users were busy at the website at the same time, and very persistent fans waited in the queue for an opportunity to play for up to four hours. The winners were celebrated in a fitting manner by the Fanta claw assistant and by the machine itself, turning the sweepstakes into an entertaining content format. In Facebook live, 122,000 fans followed Julian Bam's visit to the Crane of Fame. During the campaign the visits at Fanta.de rose by an amazing 4,000%, and over 8,000 new registrations were recorded

Bam!