The campaign remodeled Kirin products into racecars and had them race on a specially built 20-m track.

People who won 1st place in a race would get an assorted pack of the product.

The racers’ profile pictures or SNS icons were displayed on small monitors attached to the top of the racecars, and when a racer received likes from friends, a weight that increased the racecar’s thrust was charged.

The more support racers received from other people, the better their advantage in the race. Races were streamed online over a period of one month.

The names of the racecars with the product brands on them spread virally over SNS, and the unprecedented move of building the racetrack, the racecars and the online streaming generated buzz. More than 100,000 people visited the site during the month. The campaign of having people race racecars made from Kirin product bottles successfully increased awareness for Kirin’s product lineup.