How are brands using gaming collaborations to enhance consumer engagement?

Fanta has partnered with Xbox to launch a vibrant, limited-edition campaign across eight Coca-Cola HBC markets, bringing more color and excitement to gamers. Under the tagline “Play with the color you WANT”, the activation features six custom Xbox Series X consoles and wireless controllers inspired by popular Fanta flavors: Orange, Lemon, Exotic, Fruit Twist, Grape, and Lemon-Elderflower.

What to Expect from the Collaboration

Gamers can enter to win one of these exclusive consoles by scanning a QR code on Fanta packs and participating via the Coke App. Additionally, thousands of one-month Xbox Game Pass Ultimate trial codes will be up for grabs (for new members only). The campaign will come to life through eye-catching in-store activations and digital promotions across Coca-Cola HBC’s customer channels.

Why This Matters to Marketers

This collaboration showcases how brands can seamlessly integrate with gaming culture to drive engagement and loyalty. By merging Fanta’s playful branding with Xbox’s immersive ecosystem, this partnership taps into a cross-generational audience, reinforcing the power of creative brand experiences.

Looking to explore unique brand collaborations? Mana can help you craft campaigns that resonate with modern consumers.