To mark the 25th anniversary of the Xbox brand, the video game giant is joining forces with Fanta for a global partnership full of exclusive rewards. The operation is deployed through a special collection of bottles and cans dressed in the colors of the most popular franchises in the Microsoft catalog. Beyond the simple aesthetic makeover of the packaging, these limited editions include QR codes to scan to unlock interactive challenges and various prizes. The kickoff of this vast promotional campaign is scheduled for April 6 on the shelves.
Concretely, this collaboration features heavyweights from the video game industry. Buyers will be able to find the Master Chief of HaloXal’atath de World of Warcraftas well as emblematic figures of Diablo IV and of Call of Duty on their cans. Each scan offers a chance to win hardware, such as a 1TB Xbox Series S console, a ROG Xbox Ally handheld, or Xbox Game Pass Ultimate subscriptions. The real interest of the event lies in the digital bonuses integrated into the games. Players can collect “FANTASTIC” armor for Halo : Campaign Evolveda new mount for World of Warcrafta city portal for Diablo IVor even business cards for Call of Duty : Black Ops 7. Notable fact, Forza Horizon 6which already benefits from massive media coverage, is also joining the operation with an exclusive vehicle available from its launch: the 1966 Toyota Sports 800 in special edition.
To accompany this material and digital device, the soda brand combines its classic flavors with specific games, while introducing a new creation: Fanta Crimson (or Bright Cherry). The concept adopts a very “catch ’em all” spirit, encouraging the curious to vary tastes to collect all of the associated rewards. The shelves will thus welcome the Lemon flavor linked to HaloOrange for Call of Dutythe Mango-Dragon Fruit duo for World of Warcraftand the Tropical Délice for Forza. The campaign is built around a clear slogan, directly calling on consumers to take up the challenge and grab their drink to play.
The initiative illustrates the current desire of brands to combine pop culture, digital entertainment and mass distribution. Physical events will also support this launch, such as a temporary immersive installation planned in Los Angeles at the end of May for the universe of Diablo IV. By skillfully mixing physical collectibles with popular virtual content, this unexpected duo ensures maximum visibility. As stocks in store are announced as limited, fans of these different licenses will probably have to be responsive to complete their digital inventory.
Andy R. est rédacteur tech IGN France
