The objective of this campaign is to raise the awareness of the product "adidas skin protection" by engaging with our main target (young Japanese in their teens to thirties) through the performance of sports.

It required us to have wide-engagement with our target by using digital design.

We thought the famous Twitter would be a great platform to catch the attention of our main target, who are willing to play games and connect with others whenever the opportunity arises.

We started to engage with every target audience by designing "a communication platform" for targets to play.

We made the game very easy to play in order to have lots of people enjoy it repeatedly.

The premise is very simple. You just select a Twitter user as your opponent and make your shot.

The number of times you hit the spacebar as fast as you can will determine the strength of your shot.

The shot you make will automatically be given a name selected from a collection of 100 unique names, and they would become keywords for the game to become viral.

Examples: "Hope shot", "Thunder shot", "A Man's Man shot" and "Screw you! shot".

We just launched "SHOOTTER" on April 1st 2011, and "SHOOTTER" is becoming ever popular among our target audience.

Tweets of their game performance (the names of their opponents; the results of the games; shot power; shot name) have contributed in spreading the name of this game, URL, and its quality of entertainment to many Twitter users along with the awareness of our product "adidas skin protection", thus successfully fulfilling our objective.