Creative Execution

The mystery game was first announced via TV commercial, which led viewers to the campaign site. Once the mystery got started, players left the site to solve mysteries that were scattered everywhere—both online and offline. They went back and forth, visiting regular sites online and then visiting a particular location offline. There was a back story to these mysteries. They were carefully planned so that as the mysteries were revealed, users became fully immersed in the world of the story, generating interactions among users and encouraging all sorts of speculations.

Actual UU was more than 250,000. Total PV exceeded 1,400,000. As the mystery deepened, friendly interactions and mutual assistance between users began to take place. Before long, some began maliciously deceiving other players, eventually turning the game into a team battle. A wide variety of user-generated content on how to conquer the game continued to proliferate, which in turn attracted new users to the game. These new connections added drama to the campaign. At the same time, the brand, being at the center of these conversations, successfully established deep connection with users.

Stride Mega Mystery is gum that intentionally keeps its flavor a mystery.So we developed a mystery-solving game campaign based on the key insight, “mysteries stimulate people’s curiosity” in order to widely expand the product news and build strong engagement with the users. However, normal mystery-solving game tends to be limited to a game individually enjoyed. Therefore, we designed the campaign scheme and contents so that it can turn a game that might otherwise be played individually into a “social” phenomenon. To make this happen, we fully utilized the Alternative Reality Game format and scattered “?” contents that accelerate the interactions among users throughout the campaign.