The Campaign

Our goal is to make the young target feel the attraction of the craft beer and want to drink it. But, no matter how hard you tried to let them feel like drink beers, you can not do it with the ordinal digital contents such as text, photos and illustrations. That' why we produced GRAND KIRIN "FIND YOUR STYLE"; an interactive beer experience. FIND YOUR STYLE is a web site, which contain two music videos with interactive “beer” content that is accessible through a mobile device. In these two stories, several triggers are embeded, which lead to content regarding craft beer. By tapping these triggers, the smart phone technology enables you to have an interactive craft beer experience. This is the ultimate “craft beer experience” which you can deeply enjoy with your smartphone anywhere and anytime.

Creative Execution

FIND YOUR STYLE is a music video with interactive “beer” content that is accessible through a mobile device. Two music videos were produced, where one enjoys craft beer while relaxing with their partner, and in the other with friends having fun. In these two stories, several triggers are hidden, which lead to content regarding craft beer. By tapping these triggers, the smart phone technology enables you to have an interactive craft beer experience. For example, a switchable image where you can see two food options that can be paired with the craft beer...etc. There will be 13 different kind of contents, to provide as many experiences as we can for the users. We’ve aimed to create new and exiting interactive experiences by fully utilizing the technology of smartphone devices.

This interactive content was regarded a new attempt to update the mobile browsing experience. I It grabbed hold of the targets, and captivated the attention of mass media, online media, and the social media community. As a result, FIND YOUR STYLE was reported in over 87 media, got over 3,000 reactions as social media engagements. Two music videos are played over 180,000 times. The total media value is estimated to be about half million dollars. With the wide coverage by the media, the campaign received a strong and favorable response from young hipsters across the nation.

GRAND KIRIN's targets are 20-30 young hipsters. As their main communication tools are the smartphone, we created a whole new interactive contents exclusively for the mobile device which were made with the technologies fully utilizing its mechanical properties for the craft beer experience. Also we asked "cero", the popular music group which is favored by young people to compose two original songs that expresses the attraction of craft beer for each tastes of GRAND KIRIN, to enable the targets to arouse interest in the content.