The Campaign

We challenged to develop horse race animation online which attracts young generations, collaborating with a popular animation "Attack on Titan" . At first, we conducted an online fan poll to listen to fans’ opinion. But hackers used a malicious program to let a certain character gather a considerable amount of votes and we faced difficulty to carry on the campaign. Generally in an interactive campaign, hackers play pranks by using malicious programs. They are troublesome but a strong spreading force for publicity on the other hand.

Results

Hacking Hackers From survey, we found out that young people who haven't been to an actual horsetrack will be interested in horse race if they see a dramatic thrilling race. We challenged to develop horse race animation online which attracts young generations, collaborating with a popular animation "Attack on Titan" . At first, we conducted an online fan poll to listen to fans’ opinion. But hackers used a malicious program to let a certain character gather a considerable amount of votes and we faced difficulty to carry on the campaign.　But then we took advantage of the hackers' mischief. We soon created a fan-fiction movie for the appreciation to hackers and used it for PR. As a result, we succeeded in gererating publicity far beyond our expectation.

We conducted online fan poll to listen to fans’ opinion to select characters to appear in the game. A certain character drew a considerable attention and gathered 67 billion votes in a week.　As a reaction to the extraordinary happening, we soon created a movie with actual voice actors in 3 days, aiming at gererating publicity for an appreciation to hackers. When it reached a climax of awareness, we launched a game site.

By embracing an opportunity of answering to hackers' mischief, we succeeded in generating publicity further more we expected. Web site access reached a total of 3 millions. which can be counted for 3 hundred million media effect. 70 thousand facebook likes, 50 thousand twitters…spread amongst young people. As a result, it drew 120 thousand people to actual horse race. It's 20% more audiences compared to the last year. Generally in an interactive campaign, hackers play pranks by using malicious programs. If we stop a campaign after the happening, a site usually gets flooded by offensive comments by hackers. It's important to take advantage of it and attract them to make noise by sending them back superior pranks.