Cannes Lions

DANTE'S INFERNO

FRONTAGE, Tokyo / EA GAMES / 2011

Overview

Entries

Credits

Overview

Description

DANTE'S INFERNO is EA's ultimate action adventure game, based on DANTE'S "The Divine Comedy".However, this poem is not well-known in Japan, in fact, there is an overwhelming lack of recognition.So we collaborated with the hugely popular hot and spicy ramen restaurant, Nakamoto and turned ramen into a promotional medium for the first time ever. The ramen was sold for a limited time of one month, in nine Nakamoto branches, where people got the chance to experience the 9 levels of hell with our special ramen noodle and bowl.

Execution

We produced a special ramen that embodies DANTE'S INFERNO'S hell in collaboration with the hugely popular hot ramen restaurant, Nakamoto. The ramen was sold for a limited time of one month, in nine Nakamoto branches.As you drink the soup, words that refer to the 9 levels of hell gradually appear. When every last drop is consumed, a QR code allowing people to access a special mobile website appears.

Outcome

As well as our event being featured on national TV and major mass media outlets, it received over 10,000 personal blogs and tweets.

YouTube videos of the event reached 11,000 views in a month.

Approximately 3,200 bowls of DANTE RAMEN were sold in a week.

And finally, approximately 150,000 games were sold in the first week.

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