The Campaign

Beer brand Green Label developed “beer cans for all to enjoy together.” These cans are more fun with more people. Two is better than one, and four is even better than two. All of the content can be enjoyed by one person, but is even more fun when four people play together. GREEN HAGOITA Play the traditional Japanese game of Hagoita by swinging your smartphone. Up to four people can enjoy at once. MULTI-PERSPECTIVE MANGA “MIDORI” Enjoy a story about four friends at a get-together having a conversation about their shared friend Midori. Read in a group of four to grasp the whole picture. GREEN BAND Get four people to watch the video at the same time to link the footage together. SELF-INTRODUCTION Make new friends at year-end social gatherings and New Year’s parties by inviting people to scan the sweater to see the introduction page of the wearer.

Creative Execution

Nordic-looking patterns featuring QR codes decorate the beer cans. We camouflaged QR codes in Nordic designs. From far away, the cans appear to be covered with a wintery sweater pattern. Upon a closer look, the designs reveal QR codes. Furthermore, we developed an actual sweater with QR codes hidden in a Nordic pattern. People could participate in a campaign for a chance to win a sweater that can be scanned with smartphones. Simply scan the QR codes on either the beer cans or the sweater to enjoy content by yourself or for up to four people. The content includes a traditional Japanese game, manga, and video. The sweater also features a function for the wearer to make self-introductions and exchange contact information with people who scan the QR code.

Indication of how successful the outcome was in the market

Numerous users posted the design cans on their social networks. There were even people who continued organizing get-togethers to buy and drink the beer until they won a Wearable Sweater. Ultimately, 2,700,000 cans were sold (a total of 950kl when calculating the beer as 350ml cans).

Target users are males and females in their 20's and 30's. As many of these users regularly post photos on their social networks, we developed photogenic designs for the beer cans. The cans are not only visually pleasing, but also offer an entertaining experience that solves socializing woes of shy partygoers, which led to further increase in social media shares.