Fanta combined Twitter Ads to introduce its dancing program “Baila Fanta”

Fanta is the leading beverage in its category being present in Argentina since 1961. Today consumers may find –besides their traditional orange flavor– different versions: apple, lemon, and orange-tangerine. Fanta is one of the four leading brands in the world, together with Coca-Cola.

Since 2012 @Fanta_ar has hosted “Baila Fanta” (Dance Fanta), an intercollegiate dancing competition that gathers 13 to 16 year-old students from schools all across Argentina. Given that one of the brand’s greatest challenge is to connect and engage with their teen audience in Social Media, in 2014 @Fanta_ar decided to bring the contest to Twitter offering a different value proposition to their followers through rich and relevant content around the event.

@Fanta_ar used Promoted Tweets for real-time coverage of the different stages of the competition, and a Promoted Trend with the hashtag #FinalBailaFanta referring to the great final where they would announce the winners. This allowed the brand to amplify both the initiative as well as values such as fun and happiness they sought to promote throughout all content and messages.