08戛纳广告节互动广告类铜狮奖WORLD'S WORST WAR
视频讲解：
户外广告：
网站：http://caracon.jp/pr/game/bm1/index.html
产品是：HOT PEPPER SNACKS （热辣小吃）
STRATEGY：
We focused our campaign on mobile phones—the center of life of young Japanese—by producing a war game pitting Tyrant Habanero's Imperial Army against Satan Jolokia's Demon Army。 Purchasers of either product could participate by scanning the QR code on the package into their mobile phones。 They could then join the army of their choice and fight in twice-weekly battles。 A significant contributor to the overall buzz was the systems we created allowing players to increase their power by summoning friends and to rise in rank by accumulating points。
RESULT：
Product sales and mobile site accesses increased drastically。 News of the campaign spread rapidly， almost exclusively by word of mouth。 “War councils" even popped up on various social networking sites。 Thanks to news distribution using live marketing methods and the high entertainment value of the game， the number of participants exceeded 10，000。 This mobile campaign proved an exceptional success， while serving to build strong affinity between the Tyrant brand and young people。
| 标签： canneslions 戛纳 互动 铜狮 |
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