| Title | SHOOTTER |
| Brand | KOSE CORPORATION |
| Product / Service | ADIDAS SKIN PROTECTION |
| Category | A08. Best Use of Social Media Marketing |
| Entrant | ARMZ Tokyo, JAPAN |
| Entrant Company: | ARMZ Tokyo, JAPAN |
| Advertising Agency: | ARMZ Tokyo, JAPAN |
| 2nd Advertising Agency: | HAKUHODO Tokyo, JAPAN |
| 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 |
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.
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”.
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.