Image Source The year 2020 has been bleak. With many people confined to their homes, Coca-Cola's Fanta brand brought back the joy of play to its European consumers. In 2020, Fanta and 72andSunny Amsterdam implemented a consumer-generated marketing campaign, "In the Name of Play," where people could submit "dumb" videos. In addition to driving customer engagement, the idea was to forge connections with its core audience of younger consumers. To embrace random incredible acts during uncertain times.The result?72andSunny Amsterdam received hundreds of video submissions promoting Fanta. Chosen personalities were featured in a multichannel campaign across social media and short television advertisements. So, why is this