The Campaign

In Japan, the concept of Branded Entertainment is not common yet. However, at the same time it is traditionally performed by a brand to be a part of creating entertainment through sponsoring TV programs.

Results

Intel is a brand of intelligence, wanting to show the younger audience of their presence in a smart and bold way. Introducing REGAME; the world’s first real-time online mystery-solving event. Intel announced to decide the most intelligent person in the world. Starting all at the same time, the participants all over the world were trapped in the Haunted House and tried to get out, in an hour. Clues were hidden inside the house, but so complicated that many needed others help. With the communicating function on the game screen, and through SNS, conversation took place. Furthermore, the whole process of the event was broadcast on TV simultaneously. As a result, the craze went beyond the plan, and not only the participants of the game, but over thousands of audiences had been unexpectedly involved into this whole new experience.

To escape from the Haunted House, users needed to solve 14 mysteries. However, some were very complicated -- only 20% could solve the whole mystery. As players were allowed to cooperate with each other and ask for help online, many talked about REGAME online, including those who were not the actual participants of the game. Moreover, a special TV program was broadcasted on MTV at the same time as the game, in which celebrities tackled the same mystery. In order to promote people to talk about REGAME, a Twitter hash tag for the TV program was created. The whole communication was all designed and it worked. Even people who did not apply for this event unintentionally joined the conversation and became a part of this mystery-solving game event. REGAME hit the top of Twitter Trends right away.

REGAME created a craze among people; it held the first rank on Twitter trends throughout the game, got 11,192 tweets and 4,310 'likes'. When summing up the people who tweeted REGAME or watched it on MTV, tens of thousands of people engaged in REGAME. In addition, surprisingly, 3810 people paid and participated in the event. Right after the game, owing to its success, production of volume was to be decided.