“How does an orange juice itself?” We asked all Chinese kids this question.The answer is when lots of oranges are piled on top of each other, one might yield to pressure and explode. But exactly how many does it take?Together kids solved this online. Via live streaming video, by pressing a button on the campaign site, an orange man threw oranges into a big glass bowl until one finally yielded to the pressure and was juiced. The two lucky kids who caused the juicing and guessed the total number of oranges used were awarded Fanta scholarships.

At the end of the campaign:4.3 million hits on the campaign website1.2 million children had participated over the course of 7 days155% increase in brand buzz