We attempted an innovative promotional strategy that tested the limits of connecting television media and smartphones.

We worked with a TV network to create a beer commercial in the form of a game, and broadcast it all over Japan. By recording tens of thousands of actions from viewers’ smartphones and reflecting them on the screen in real time, we accomplished a one-of-a-kind event that was neither TV show nor TV commercial. Coupons were immediately issued to the earliest participants in the game commercial. The coupons could be redeemed for the product at stores all over the country.

• Total of 1.76 million participants

• 340,000 coupons distributed

• 80% of coupons were redeemed