|Title||MENTOS QUICK SHOT!|
|Brand||PERFETTI VAN MELLE JAPAN SERVICE|
|Product / Service||MENTOS / MENTOS FRESH COLA|
|Category||B01. Mobile Websites|
|Entrant||ASATSU-DK Tokyo, JAPAN|
|Idea Creation||ASATSU-DK Tokyo, JAPAN|
|Media||ASATSU-DK Tokyo, JAPAN|
|PR||ASATSU-DK Tokyo, JAPAN|
|Yuta Kaneko||ADK Tokyo||Creative Director|
|Jumpei Yoshida||ADK TOKYO||Planner|
|Junichi Iwai||dreamdesign||Web Director|
|Atsushi Kato||dreamdesign||Web Cording|
|Yusuke Watanabe||HAT||Film Producer|
|Hiroshi Sawatari||Salvo||Technical Director|
|Yusuke Kawakami||KKcraft Inc.||Engineer|
|Fumihito Uekusa||Salvo||Sound Director|
The idea is a mobile content called “mentos QUICK SHOT!” This mobile game gets users to see how fast they can shoot, just like the cowgirl featured in the commercial. This game doesn’t require an app; users can play the game on their browsers. The game is designed to use the accelerometer in smartphones. Users are instructed to hold their phones at the waist like a gun, and swing it up as soon as the music stops. The sound of a gunshot will be heard every time the user shoots, and they must compete with their friends to see how fast they can shoot. According to how fast the users shoot, they are given various titles like: ?You are “the best shooter in the galaxy.” You shoot faster than the human mind can fathom.? Like this, the game is designed so that users come back to it again and again.
“Rolled out as a limited-time-only content during a four-week period (between October 9 to November 5, 2015). The content was installed as part of the campaign’s website so that users could easily play the game on their browsers.
Over 100,000 people engaged in the campaign content. According to a survey conducted after the campaign, people’s purchase intension has rose from 21% to 34%. Further, sales of the new item roughly tripled that of previous mentos items in the first three weeks of release, ultimately setting a record for the brand.
We decided to create a smartphone campaign because it’s the device most used by high school students (our target). By creating an entertaining content that users could play during small pockets of time, rather than a straight ad, we built a structure through which targets were able to receive brand information in a positive way and felt motivated to spread information about it themselves.