Snapchat and Fanta have partnered on a new Promoted Places campaign, transforming the Snap Map into a live in-store discovery engine for the new Fanta Fantasies range. Running exclusively on Snapchat until 4 October 2026, the campaign marks the first time a Snap Promoted Places campaign has been used to drive a brand-led competition entry mechanic in Australia.
It was announced at Snap’s upfronts earlier this month that Promoted Places was officially opened for all advertisers to leverage. This excited media buyers in attendance.
The Fanta campaign uses a multi-format approach, running across Promoted Places, First Snap and First Story formats. Promoted Places is the engine of the mechanic – surfacing a floating Fanta Fantasies bottle as a sponsored location directly on the Snap Map, reaching Snapchatters at the exact moment they are deciding where to go and prompting them to their nearest 7-Eleven.
First Snap and First Story guarantee Fanta is the first thing a Snapchatter sees when they open the app – full-screen and immersive, before anything else. Across all three, creator content does the storytelling: familiar faces, in the placements Gen Z is already paying attention to.
Over 450 million Snapchatters globally already use Snap Map to meet up with friends IRL – making it the only social platform that is a living, real-time view of where people are and where they are headed next. The campaign was planned in partnership with media agency EssenceMediacom, with creative by Ogilvy.
“Gen Z is one of the most valuable audiences for any brand, but one of the hardest to engage outside channels where they have already tuned out. What Snapchat offers is something genuinely different: more than 8 million Australians already on the platform, already using Snap Map to find their friends and decide where to go next,” said Natalie Takchi-Fleming, client partner, Snap Inc. ANZ.
“The insight behind this campaign is not simply about reaching Gen Z with a message – it is about showing up in a moment that already belongs to them. Snapchatters are meeting up with their Inner Circle every day on Snap Map. Promoted Places means a brand can complement that behaviour rather than interrupt it.”
The competition for consumers: find the floating Fanta Fantasies bottle on your Snap Map; get your crew together and head to your nearest 7-Eleven; take a squad screenshot on Snap Map while you’re in-store; scan the QR code on the Fanta Fantasies bottle, visit the promotional landing page and submit your screenshot to enter.
The winning squad takes home a $10,000 travel voucher to design their own getaway – flights, accommodation, activities and experiences for them and their squad. The competition includes one entry per person per day; no purchase necessary. Entries are judged on creativity, originality and best squad photo. The promotion runs until 4 October 11:59pm AEDT with the prize draw taking place on 12 October 2026.
Credits:
Snap: Publisher
TCCC: Client
Essencmediacom: Media agency
Ogilvy: Creative agency
