Japanese Mobile campaign mashes 2D barcodes and online Multiplayer game.

Rating: Give me some of that Satan Bazooka Deadly hot please

Tokyo based international ad agency Hakudo was hired by Japanese snack maker Tohato to promote two new products Burning Hell Hot and Satan Bazooka Deadly Hot. Hakudo came up with an original concept that used both mobile barcodes and online multiplayer gaming.

The two snacks were set up as opposing armies in an online multiplayer battle. Users scanned the 2D barcode from the product and joined the respective armies. They player entered as a private in their army but if they recruited friends to play via their mobile phone then their status would go up. As your friends recruited friends to your side of the war, they too would be promoted, and you would be promoted higher still.

Fights happened on a 24 hour basis with a 24 hour news feed which contained game stats such as who had died, been promoted, and territory won, all delivered to the end users mobile phone.

We say: I love the mixture of mobile technologies here. It surely is one of the most original marketing campaigns yet seen on mobiles. Others thought so too, the campaign won a “Yellow Pencil” mobile marketing award at the annual D&AD award show.

If you want to see what all the fuss was about check out the video here. Source Wireless Watch Japan.

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