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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]
About The Author
Stefan Constantinescu
Stefan Constantinescu (@WhatTheBit on Twitter) has loved technology since as far back as he can remember. It started with computers, but in the past few years his passion has turned to mobile devices. As a mobile phone enthusiast who lives and breathes devices that connect to the internet, he knows he is not alone with this radical fascination of all things wireless. He is strongly opinionated and enjoys a good debate so leave comments in his posts and he’ll get back to you! Stefan began blogging as a hobby in the fall of 2006 and joined IntoMobile in the summer of 2007. Later he got a job at Nokia in March 2008, but as of June 2009 he has rejoined the IntoMobile team. He is currently based out of Helsinki, Finland.
