Brief Explanation

A promotional campaign for Honda's newest hybrid car, 'CR-Z' was launched within mixi (Japan's largest social networking service website). The campaign, named 'Ole! Ole! CR-Z' gives the participant a chance to win CR-Z itself by changing one's registered nickname on mixi. Moreover, not just changing your own nickname, but by urging to change other people's nickname, this unique campaign rewards the participant to enhance the probability of winning the prize. Users actively engaged with this campaing by using the 'invite' feature, and within a month, more than 800,000 people 'CR-Znized.' The actual number of people ordering CR-Z has sky rocketed, against the expectation, and has reached 10,000 which was 10 times bigger than the expected number.