We quickly realized that Amici’s entertainment value existed entirely on television and without a viable online presence, Fanta could create and own the online Amici experience.

Everything Amici on Facebook now went through Fanta’s Facebook area and gave fans of the show a chance to control not only who was cast in the upcoming season of the show the plot itself through a Fanta Amici casting call. Fans could focus on their favorite idols in the Fanta Room webisodes and get the real behind the scenes story. We also created an Amici/Fanta Facebook game that gave fans a chance to win front-row seats at the live Amici Final Show in Verona. Fans’ daily conversations were developed with Fanta photos, comics and challenges and other daily updates.

Fanta’s partnership with Amici proved to be a hit with fans, increasing Fanta’s Facebook fans by 223%, an average 10% PTA (People talking about) on total fans, reaching the 60% of 13-17 y.o. teens. And they showed their appreciation for Fanta by increasing frequency by 1.8% and increasing Fanta’s market share by 2% as the orangeade category fell 0.7%. In fact, Fanta’s market share among all carbonated drinks increased 0.1% -- incredible for a beverage from a category in decline.