Coca-Cola-owned soft drink brand Fanta has launched a VR campaign, which incorporates physical elements, to give people a fright in time for Halloween.

The ‘13^th Floor’ VR experience, which was produced MediaCom Beyond Advertising with the help of Kode Media and TrojanVR, takes people on a 360° virtual ‘ride’ of sorts inside a real-life lift. The experience only lasts four minutes but packs in scares – with each floor in the life presenting a different scenario on the user’s way to a Halloween party.

The inclusion 4D elements, such as the rumble of the elevator floor as it stops and a whoosh of air when the virtual doors open, add to the excitement and fear experienced.

The experience, aimed at 16 to 19-year olds, is being hosted at Thorpe Park and Westfield shopping centre in Stratford – with both locations hosting three lifts each. The campaign will run at Westfield until 28 October and run at Thorpe Park until 1 November. The experience is also available online – minus the lift – for those that can’t make it to the experience.

“For those brave enough, we have brought the fun of Halloween to life with our virtual reality experience which is now live at Thorpe Park and Westfield Stratford. For those who dare to enter it’s a shocking, fun filled ride to the 13th Floor,” said Rosalind Brown, marketing manager at Coca-Cola Great Britain.

In addition to the VR aspects of the campaign, Fanta has also released limited-edition cans and bottles, and has formed an exclusive partnership with Snapchat.

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