| Title | SPARKLE YOUR IMAGINATION |
| Brand | KIRIN BREWERY |
| Product / Service | HYOKETSU |
| Category | A07. Best Use of Other Digital Platforms in a Promotional Campaign |
| Entrant | DENTSU Tokyo, JAPAN |
| Entrant Company: | DENTSU Tokyo, JAPAN |
| Sales Promotion/Advertising Agency: | DENTSU Tokyo, JAPAN |
| 2nd Sales Promotion/Advertising Agency: | RHIZOMATIKS Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Yasukazu Uchida | Dentsu Inc. | Agency Producer |
| Daito Manabe | Risomatics.co./Ltd. | Creative Director/Creative Technologist/ |
| Mikiko | Choreographer/Stage Director/Visual Director | |
| Yuna Kayukawa | Dentsu Inc. | Agency Producer/Strategic Planner |
| Noboru Nishino | Dentsu Inc. | Agency Producer/Director |
| Akio Morita | Dentsu Inc. | Agency Producer/Interactive Copywriter |
| Yasushi Ezoe | Dentsu Inc. | Account Executiver |
| Hiroyasu Kimura | Risomatics.co./Ltd. | Art Director/Designer |
| Takayuki Tanaka | Tow | Producer |
| Motoi Ishibashi | Rhizomatiks | Technical Director/Programmer |
| Satoshi Horii | Rhizomatiks | Interactive Designer/Flash Developer |
| Satoru Higa | Rhizomatiks | Technical Director/Visual Programmer |
| Takcom | Pics Management | Movie Director/Motion Graphic Designer |
| Takahiko Kajima | Pics | Movie Producer |
| Kentaro Mito | Rad | Markup Engineer |
| 2bit Ishii | Bufferrenaiss | System Engineer/Programmer |
| Keisuke Iizuka | Sound Designer | |
| Akira Miwa | Mcray Cg | Cg Designer |
| Yoshikazu Yoshikawa | Bow | Flash Developer |
| Yosuke Kobayashi | Kitchen Sink | Designer |
To deliver t "SPARKLING SURPRISE" again to consumers because 10 years after an initial launch of the product, there’s not any more amazement among consumers toward the product.
To give the biggest surprise with the concept of "SPARKLING YOUR IMAGINATION" to consumers, we kept all contents of the event secret even to invitees. We disclosed everything right after the event started.
The campaign information spread explosively among 22 million people on SNS. Tweets about HYOKETSU product raised 5 times more as compared to the number before the promotion.
We offered the world's first exciting experience for consumers and it resulted to let them feel "SPARKLING SURPRISE" which is the initial concept of the product.