The Brief

From survey, we found out that young people who have'nt been to an actual horsecourse will be interested in horse race if they see a dramatic thrilling race. We challenged to develop horse race animation online which attracts young generations.

Describe how the promotion developed from concept to implementation

We conducted online fan poll to listen to fans’ opinion to select characters to appear in the game. A certain character drew a considerable attention and gathered 67 billion votes in a week.　As a reaction to the extraordinary happening, we soon created a movie with actual voice actors in 3 days, aiming at gererating publicity for an appreciation to hackers. When it reached a climax of awareness, we launched a game site.

Describe the success of the promotion with both client and consumer including some quantifiable results

The good quality generated a highest response ever JRA had by not only hackers but also the young generation. As a result, web site access reached a total of 3 millions, 70 thousand facebook likes, 50 thousand twitters…it generated publisity amongst young people through SNS. It was counted for 3 hundred million media effect. It drew 120 thousand people including young people to an actual horse race. It's 20% more audiences compared to the last year.

Explain why the method of promotion was most relevant to the product or service

In the animation "Attack on Titan", a horse is the main means of transportation and there are so many scenes of little humans chased after by giants. We re-created those scenes and replaced the location to actual horsecourse. We aimed at telling users an attraction of the horse race thrill by showing humans riding a horse competing in blistering race.