Creative Execution

You will receive a digital beer bottle by connecting to Facebook or Twitter and you can shake it as much as you want. However, the bottle cap can't be opened without victory.To attract users, we visualized the number of shaking bottles counted from all over the country and it affects the value of coupons given out in the victory sale. In a way, it is pleasant, but suppressed hope of the victory led users share more and the participation rate went up.

RESULTS: The hopes of victory are visualized as the pressure of carbonate. Although it is a supporting campaign, our job was to lead users to the victory sale. We resolved it by building the system of linking the number of shaking bottles and the value of coupons given out there. The total participants were over half million until the winner was announced. It became a big campaign involving social media in the first professional baseball history in Japan. Effect and result of the campaign: ・Event participants…approx. 506,037people ・Page view 1,837,766 times ・Facebook…31,563 Likes　「Share」…approx. 68,866 times ・Tweet… approx. 39,801 times

BACKGROUND: A professional baseball team called “Tohoku Rakuten Golden Eagles” is from Tohoku region where the Great East Japan Earthquake damaged. Since the team was established, the result had been poor for many years.The hopes of the players to encourage fans who got hurt by the disaster and the hopes of fans to let them win, may finally come true. CHALLENGE: This campaign has to be a symbolic representation of supporting the victory which is also easily recognized. We needed some ideas that fans can participate and support continues until the result comes out. SOLUTION: We focused on “beer shower” as a symbol of “baseball game victory” which everyone is familiar with in Japan. Referring to social media popularity increase in recent years, we decided to combine the concept of social media and “beer shower”.