Fanta has launched an outdoor virtual reality experience for Halloween, supported by a Snapchat campaign.
The experience, in which an elevator car crashes to the ground, will be shown at Thorpe Park and Westfield Stratford every day until 1 November, and in East London until 29 November.
Guests will be invited to enter the elevator and ride to the 13th floor to attend a Halloween party, with scary surprises awaiting them on their journey.
To support activity in-store, Fanta has also launched limited edition packaging with spooky graphics by Israeli designer Noma Bar.
The packs feature a QR code that can be scanned to access branded Snapchat filters and lenses – which include the likes of a China Doll shedding tears of Fanta (see example below).
Complete your Halloween costume with exclusive Snapchat filters and lenses! Scan the Snapcode on special packs of Fanta to activate.
The Coca-Cola-owned brand has also enlisted influencers to recreate the Snapchat filters using make-up and costumes.
The move marks the brands biggest ever investment in Halloween, which also includes digital out-of-home ads and in-store visuals.
Simon Harrison, operational marketing director GB at distribution company Coca-Cola European Partners, said: “Halloween is now the fourth biggest retail event in Great Britain and represents a huge opportunity for retailers and brands alike.
“Our Fanta Halloween campaign is bigger and better than last year and delivers a real point of difference thanks to the unique Noma Bar illustrations which will help retailers build excitement around the occasion, driving sales as consumers stock up for their celebrations.”
Vieew the 360 video here: