Video: Japanese mobile phone marketing campaign for spicy junk food

Japanese junk food maker Tohato hired Tokyo ad agency Hakuhodo to help them promote their two latest products: Burning Hell Hot and Satan Bazooka Deadly Hot. What follows is a story that can only happen in Japan:

Both of these products have 2D barcodes on the back, a feature that 83% of the Japanese have used before. You scan the code and you join one of the two army’s fighting in an online massively multiplayer games. It gets better, you have a rank which can only increase by getting your friends to sign up too and the fights happen every 24 hours at 4 in the bloody morning. There are 31 battlefields and my favorite is so aptly called “The City of Anal Torture.”

This campaign won the “Yellow Pencil” award at D&AD.

Watch the video and enjoy the wackiness:

[Via: Communities Dominate Brands and Wireless Watch Japan]