Results and Effectiveness

On SNS, race cars with the name of the product brand on them were naturally called by that name, drawing attention to the brand. Additionally, the races were covered by a large number of media outlets, including news sites. During the races more than 100,000 people visited the site, and 11,676 Kirin beverage containers raced on the course. As a result, we were successful in naturally gaining recognition of the product lineup among users.

Creative Execution

Small race cars were built out of Kirin beverage containers, and then races were held on an actual 20 meter course. Race winners received an assortment of Kirin beverages. Participation was easy! Sign on using an SNS account and entry is complete. A small monitor mounted on top of the bottle race car showed an icon of the participant, and it appeared as if the participant was actually in the race. The race cars were built in such a way that the heavier they were the faster they would go. Participants could have small weight balls added to their race cars by using social media to share what they were doing prior to the race and getting Likes! Races were held every day and broadcast live over a one-month period.

Insights, Strategy and the Idea

Kirin is a leading Japanese beverage manufacturer. Though the company is marketing a lot of drink brands, a sad fact is that the name “Kirin” is not well known among today’s youth. We wanted to convey to everyone that this drink and that drink and the beverage they are consuming are manufactured by Kirin. Therefore, we aimed to encourage people to have fun with Kirin beverage containers and get familiar with "Kirin".