SHOOTTER

TitleSHOOTTER
BrandKOSE CORPORATION
Product / ServiceADIDAS SKIN PROTECTION
CategoryA08. Best Use of Social Media Marketing
EntrantARMZ Tokyo, JAPAN
Entrant Company:ARMZ Tokyo, JAPAN
Advertising Agency:ARMZ Tokyo, JAPAN
2nd Advertising Agency:HAKUHODO Tokyo, JAPAN

Credits

Name Company Position
Katsuhiko Suzuki HAKUHODO Executive Creative Director
Kentaro Masamura HAKUHODO Creative Director
Kentaro Masamura HAKUHODO Copywriter
Jeong-ho Im mount Art Director
Kazumasa Teshigawara qubibi Art Director
Kentaro Masamura HAKUHODO Agency Producer
Kazumasa Teshigawara qubibi Director
Kentaro Hayashi HAKUHODO Account Director
Hidekazu Hayashi mount Head of Technology
Kentaro Masamura HAKUHODO Planner
Jeong-ho Im mount Planner
Kazumasa Teshigawara qubibi Planner
Takeshiro Umetsu mount Planner
Seigo Akamatsu iret Senior Developer
Akira Shimada ARMZ Inc. Producer
Zin Yoshida Salon Music Sound Design
Koya Okada - Illustrator
Jamie Nishizaki ARMZ Inc. Production Manager

Results and Effectiveness

Tweets of the experience with the game such as "My space bar key is wearing off!", "It's the current craze at my company!", "Kaka is so strong!", "Lady Gaga completely kicked my ass...", "How's such a strong shot possible?!", "I got a Phoenix Shot!" are flowing endlessly, and have made "SHOOTTER" a huge success. The creative team behind the game has been interviewed by various mass media and every time it gets picked up in an article, “SHOOTTER” gains more users. This has raised the awareness of the product, “adidas skin protection”, and sales continue to soar.

Creative Execution

We created a football game called "SHOOTTER" that can be played by any Twitter user in the world. Not only can you play against your friends, but against celebrities like Lady Gaga and Christiano Ronaldo. We designed the game so that the more followers an opponent has, the stronger they become. We made the game very simple to gain access from a wide audience. You just select a Twitter user as your opponent, and make your best shot. The number of times you hit the spacebar within the given time limit will determine the strength of your shot. Tweets of the "opponent's name", "result of the game", “shot power”, "shot name", have been designed to become keywords for the game to go viral. Shots will be given a name from a collection of 100 unique names like: “Hope Shot”, “Thunder Shot”, “Screw You! Shot” “Rebel Shot”, and “Guts Shot”.

Insights, Strategy and the Idea

The objective of this campaign is to engage with our target audience through a digital media platform based on the performance of sports. We supposed that Twitter would be the best community to catch the attention of our target audience (Japanese in their teens to thirties) who are willing to play games and connect with friends and favourite celebrities whenever the opportunity. So we created a visual interpretation of the excitement to battle in a virtual colosseum and also connect with others through a very unique, entertaining experience. We aimed to make our audience feel the adrenaline rush of taking part in the best synchronicity of visual, sound, and interaction.